Special Focus: Media

This month in the “Special Focus” section, we focus on the media sector in Japan.

Information on the various related sub-sectors and the latest report is available on the following links. 


Just as in the rest of the world, the media industry in Japan is going through an increasingly rapid transformation due the arrival of new technologies such as smartphones and iPads, as well as the increasing popularity of new media platforms such as Twitter and Facebook. To find out more, please see below:

About Media

Japan is the world’s second-largest advertising market after the US. Advertising expenditure is on the rise in every media type in Japan, from newspapers and magazines to TV, radio and the internet. Yet, there are significant differences between Japanese and European advertising practices which must be considered before making an attempt to break in the Japanese advertising market. To read more, please see below:


Altogether, there are some 3,700 publishing companies in Japan (80% of them in Tokyo), which produce together about ¥1.7 trillion-worth of business annually. However, few publishers have their own in-house facilities for printing, binding and sales. This task is generally given separately to specialist printing and bookbinding companies. Wholesale distribution, rather than direct sales to the retail market, is the norm. For more information, please click on the link below:




Should a European company decide to advertise in Japan, it is essential to understand how the Japanese agencies work and how advertising spaces are sold & purchased. This report provides the latest and detailed information to cover these topics, in order to help European companies make wise decisions in advertising in Japan. To read the report, please click on the link below:

How to Advertise in Japan