MEDIA DATA The most effective news media for advertising COPYRIGHT THE YOMIURI SHIMBUN

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1 MEDIA DATA 2018 The most effective news media for advertising

2 02 What is The Shimbun? Founded in November 1874, The Shimbun is a national Japanese paper with over a 140-year history. It has the world's largest circulation, which is registered by the Guinness World Records. Media Conglomerate centered on The Shimbun The Group is a media conglomerate centered on The Shimbun, and extending to other business fields in terms of culture, sports and leisure.

3 03 The Shimbun(Daily paper) The Shimbun has the largest number of subscribers of all Japanese newspapers, read by over 20 million people every day. Subscribers (National Edition) Osaka Edition 2,534,292 8,732,514 Metropolitan area Asahi 1,892,138 6,113,315 Metropolitan area Tokyo Edition Metropolitan area Nikkei 1,245,456 2,625,471 Morning edition Evening edition Seibu Edition Source:ABC(average Jul.-Dec,2017) Readers (National, Morning Edition) Copies The number of readers per one household Readers 8,732, ,084,782 Asahi The number of subscribers is almost equal to the sum of Asahi's and Nikkei's subscribers. Morning edition (nationwide) 6,110,000 copies 8,730,000 copies Approx. 2,630,000 copies Asahi 6,113, ,060,625 Nikkei 2,630,000 copies Nikkei 2,625, ,725,848 Source:ABC(average Jul.-Dec,2017)

4 Tokyo Edition 04 Subscribers Morning edition Morning edition Tokyo Metropolitan Area Evening edition Evening edition Tokyo Metropolitan Area 5,791,257 4,748,102 1,520,633 1,476,848 Source:ABC(average Jul.-Dec,2017) Penetration rate Tokyo Metropolitan Area 28.6 % Asahi 20.7 % Metropolitan area Nikkei 7.8 % (n=33,650) Source:J-READ2017

5 Osaka Edition 05 Subscribers Morning edition Morning edition Osaka Metropolitan Area Evening edition 2,200,385 1,616, ,367 Source:ABC(average Jul.-Dec,2017) Metropolitan area Penetration rate Osaka Metropolitan Area 23.0 % Asahi 19.3 % Nikkei 5.7 % (n=14,315) Source:J-READ2017

6 Seibu Edition 06 Subscribers Morning edition Morning edition Seibu Metropolitan Area Evening edition 740, ,356 52,292 Source:ABC(average Jul.-Dec,2017) Metropolitan area Penetration rate Seibu Metropolitan Area 19.4 % Asahi 16.2 % Nikkei 3.1 % (n=4,441) Source:J-READ2017

7 Reader profile Age/Gender Composition 07 Male Male 20s Male 30s Male 40s Male 50s Male 60s Female Female 20s Female 30s Female 40s Female 50s Female 60s The Shimbun Average 45.1 years old Male 49.9% Female 50.1% All in national Japan survey Male 50.2% Female 49.8% 0% 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Source:J-READ2017

8 Reader profile Occupational Composition 08 Corporate Exective/Management Office worker/researcher Sales/Service Manual worker/laborer Specialist/Freelance Homemaker Student Other Retired/Not working The Shimbun All in national Japan survey % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Source:J-READ2017

9 The Shimbun makes it possible to reach a lot of business leaders. 09 Employees in the company listed on the 1st section of the TSE Administration/Research 19.4 % 18.1 % Asahi 16.6 % Asahi 17.6 % Nikkei 8.8 % Nikkei 7.3 % Corporate Executives Division Managers 19.7 % 19.6 % Asahi 14.3 % Asahi 16.2 % Nikkei 11.6 % Nikkei 12.3 % All rates above are penetration rates. Source:J-READ2017

10 The Shimbun has a high penetration into the high income demographic. 10 Annual household income of 20 million JPY or over Household financial assets of 20 million JPY or over (20yrs old or over) 22.4 % 21.2 % Asahi 20.7 % Asahi 20.1 % Nikkei 22.4 % Nikkei 10.3 % All rates above are penetration rates. Source:J-READ2017

11 A wide range of Print Ad Products 11 A B C D A CENTER SPREAD 510mm 786mm ( ) B 15 FULL COLUMNS 510mm 379mm ( ) C 10 FULL COLUMNS 339mm 379mm ( ) D 7.5 FULL COLUMNS 254mm 379mm ( ) G E 7 FULL COLUMNS 237mm 379mm ( ) H E J I F F G H I 5 FULL COLUMNS 168mm 379mm ( ) 5 HALF COLUMNS 168mm 189mm ( ) 3 FULL COLUMNS 100mm 379mm ( ) 2 FULL COLUMNS 66mm 379mm ( ) J 2 HALF COLUMNS 66mm 189mm ( )

12 12 Other print media of The Shimbun for elementary school children for teens English language The KODOMO Shimbun The Chukosei Shimbun The Japan News Tabloid format Published on Thursdays Delivered nationwide 184,031 subscribers Tabloid format Published on Fridays Delivered nationwide 89,025 subscribers Broadsheet format Published daily Delivered nationwide 21,310 subscribers

13 Digital media of The Shimbun 13 News Website Web Magazine for Women This was launched in 1995, and covers a wide range of news. OTEKOMACHI is a site targeting the working women. It offers the news that women are interested in, such as beauty, entertainment and travel, lifestyle etc otekomachi.jp/

14 User profile Age/Gender Composition 14 Age PC 14 % 7 % 8 % 3 % 12 % mobile 17 % 17 % 18 % 27 % 21 % 24 % 32 % Male Female Gender Male Female 70.5 % 29.5 % 53.5 % 46.5 %

15 User profile Occupation/Position/Income Composition 15 Occupation Position in the workplace Household income (JPY) 14% 21% 21% 1% 6% 3 % 8% 28% 8% 11% 3 % 9% 4 % 14% 1% 8% 7% 14% 9% 9% 13% 19% 23% 7% 8% 13% 11% 12% 17% Office worker/researcher Corporate Exective/Management Specialist/Freelance Manual worker/laborer Sales/Service Homemaker Student Other Retired/Not working Staff Section Chief Assistant Manager Chairman/Member of the Board Manager Contractor/Temporary Part time worker Assistant General Manager Vice President Otner Less than 1 million 1 million to 3 million 3 million to 5 million 5 million to 7 million 7 million to 10 million 10 million to 15 million 15 million or over Unknown

16 Media Circumstances

17 Japanese newspapers are highly ranked in circulation. That means newspaper is the popular media for advertising in Japan. Ranking in the number of circulation per 1,000 people Comparison to Overseas Newspapers The Shimbun 8,732,514 The Asahi Shimbun 6,113,315 The Nikkei 2,625, (Copies) Title Subscribers Japan The Wall Street Journal (USA) 2,276,000 1 India Germany The New York Times (USA) BILD-Zeitung/BZ (Germany) The Sun (UK) 2,220,000 2,134,000 1,546, Singapore Chosun Daily (Korea) 1,540,000 3 UK The Times (UK) 441,000 2 USA China The Straits Times (Singapore) Sin Chew Daily (Malaysia) Le Figaro (France) 366, , , Australia 97.2 Le Monde (France) 285,000 6 Italy 57.1 Financial Times (UK) 190,000 5 The Guardian (UK) 153,000 5 Published copies of daily papers per 1,000 people of the adult population by country (2015) World Press Trends 2016 (WAN-IFRA) *Figures from 2014 used for China only 1 : WAN-IFRA REPORT : ABC(UK Jan.2018) 3 : ABC(KOREA 2016) 4 : ABC(Singapore Jan.2018) 5 : ABC(Malaysia Jan.-June.2017) 6 : ACPM 2017

18 The door-to-door delivery system drives subscribers to long-term engagement. This is the reason for the large circulation in Japan. 18 Delivery composition (unit:%) Subscribe duration (unit:%) Post 0.04 % Other 0.50 % 10 years or more 77.9 % Spot sales 4.40 % Under 10 years 16.2 % Door-to-door delivery % Unsure /No response 5.9 % The Japan Newspaper Publishers & Editors Association 2015 Nationwide Media Reach/Assessment Survey The Japan Newspaper Publishers & Editors Association 2016 Survey