- Nihon Shinbun Kyokai
- NSK News Bulletin
- NSK News Bulletin November 2012
NSK News Bulletin November 2012
65th NSK National Convention Held in Aomori City, Tax Hike a Rallying Topic
NSK opened its 65th National Newspaper Convention in Aomori City on Oct. 16, drawing about 510 executives and other officials of NSK member companies. It was the first NSK national convention ever held in Aomori Prefecture.
During the pending-business session of the conference, the participants adopted a resolution demanding a cut in the new tax rate on newspapers. They warned that, “imposing heavier taxes on information will impede the maintenance and development of democracy.”
The Diet in August enacted comprehensive legislation to reform the social security and taxation systems, making changes that included the objectionable increase in the consumption tax.
Following the delegates’ adoption of their call for a reduction of that tax for newspapers, the convention proceeded with the awarding of this year’s NSK Prize to a total of eight winners.
In a subsequent discussion meeting, newspaper industry leaders and the delegates covered a number of issues, as well as again objecting to the consumption-tax hike.
At the opening of the general discussion, Takao Shiokoshi, president of the host newspaper company, the To-o Nippo Press, greeted the delegates and thanked the participants for the honor and pleasure of hosting an NSK annual meeting in Aomori Prefecture.
NSK President Kotaro Akiyama, who concurrently chairs the Asahi Shimbun, called this time an era in which newspapers are increasingly being expected to be fully accountable and totally transparent. “The newspaper must enhance its status as a news medium that is indispensable to society by maintaining the trust of its readers as its most important foundation,” he said.
Following Akiyama’s speech, the convention moved into a round-table discussion further centering on the issue of the consumption-tax hike, with five top newspaper executives serving on the panel.
The five panelists were Takao Shiokoshi of To-o Nippo Press, Kojiro Shiraishi, president of the Tokyo head-office company of the Yomiuri Shimbun, Michiei Takahashi, president of the Niigata Nippo, and Nobuaki Koide, president of the Chunichi Shimbun. NSK President Akiyama served as the moderator.
The panelists analyzed the circumstances surrounding the decision to raise the consumption tax. They also discussed the latest developments in newspaper companies’ digital business activities and the necessity of further expanding collaboration among newspaper companies in the fields of printing and delivery.
NSK Marks Newspaper Advertising Day
NSK held a ceremony at a Tokyo hotel on Oct. 19 to mark its 55th annual Newspaper Advertising Day. The event drew a crowd of 470 people from newspapers, advertisers and ad agency circles.
The ceremony in the Tokyo Prince Hotel at Tokyo’s Shiba Park was held also to announce and honor the winners of the 32nd Newspaper Advertising Award and the fiscal 2012 Newspaper Advertising Creativity Contest.
In his opening address, NSK President Kotaro Akiyama said that there are mountains of problems facing the newspaper industry, including, most recently, the consumption-tax hike. “Newspaper advertising is imperative for the rejuvenation of the Japanese economy,” he affirmed.
Guest speaker President Akira Ohira of the Japan Advertising Federation, who is also deputy chairman of Taisho Pharmaceutical Holdings Co., told the gathering that the trusted information supplied by newspapers is more important than ever, as Japanese society is today facing a growing number of concerns. “Tying-up with social media, such as Facebook, will offer a fine opportunity for newspapers to enhance their currency as a vibrant, living medium,” he said.
The second guest speaker, President Tatsuyoshi Takashima of the Japan Advertising Agencies Association, who also serves as chairman of leading advertising agency Dentsu Inc., said the prize-winning entries in the Creativity Contest should serve to encourage and raise the hopes of newspaper readers. “We ad agencies are striving to create advertising that fully utilizes the newspaper’s distinctive characteristics, thereby leading the way to a productive future together,” he added.
At the awards ceremony, Chairman Hajime Matsumoto of the NSK Advertising Committee, who also heads the entry-screening committee, outlined the process used to work through all the entries to determine the winners of this year’s Newspaper Advertising Awards.
The grand prize went to an ad by Kirin Brewery Marketing Co., titled “Kirin Brewery Sendai Factory: From now on, in Miyagi! Since 1923.” Kirin’s corporate-style ad described in detail the reconstruction of its Sendai factory that was seriously damaged by the massive earthquake and tsunami of March 2011, outlining each of the steps taken up to the resumption of beer production and shipments.
President Hiroshi Ueki of Kirin Brewery Marketing said that the ad helped bring hope to those involved in the reconstruction. “After this ad, local support grew stronger and stronger every day. Indeed, this ad helped unite local media, people and companies,” he said.
For the Creativity Contest, a total of five people were chosen to receive this year’s various awards. The grand prize went to Masaki Kobayashi, a representative of Geographics, whose work titled “Japan Prevails,” features the Japanese national flag. Kobayashi said that the international situation surrounding Japan has become even more sensitive since he submitted his work for the contest. “I will be most happy if this work helps to empower public imagination. That is the greatest aim of my work,” he said.
Governing DPJ Seeks Dialogue Via Ad in 53 Newspapers, Warms Up for Vote
The governing Democratic Party of Japan placed a full-page advertisement in the Nov. 3 morning issues of a total of 53 national and regional newspapers, apologizing for past policy failures and imploring voters to attend town-hall meetings that the party is to hold to enter into dialogue with the public.
The ad, signed by Prime Minister Yoshihiko Noda, carried a portrait of the prime minister and issued a call to voters to participate in town-hall meetings to establish better policies for the future.
The ad said, “We are determined to deeply reflect upon, and to apologize for what we could not achieve, and to clarify the reasons for our failures, so that we will be able to move forward to the next step.” It continued by inviting criticism, “Feel free to use harsh words. We will accept all of them solemnly.”
The Nov. 3 ad turned out to be an unusually frank initiative linked to preparations for an election. Prime Minister Noda subsequently, on Nov. 16, dissolved the Lower House of Japan’s parliament and called a general election for Dec. 16.
