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March 2004
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Shinano Mainichi's Kosaka Named NSK Vice Chairmana
The NSK Board of Directors at a regular meeting on Feb. 18 approved Kensuke Kosaka, 70, to become an NSK Vice Chairman. Kosaka, who is the president of the Shinano Mainichi Shimbun, was approved on the recommendation of NSK Chairman Shinichi Hakoshima.
Kosaka is to fill a vacancy left by the December resignation of NSK Vice Chairman Isao Higashi, the former Hokkaido Shimbun chairman, who died of a brain tumor in February. Higashi was reelected as a Vice Chairman at the NSK general meeting last June. Katsumi Sasaki, of the Sanyo Shimbun, is the other Vice Chairman. Sasaki was elected to his first term as a Vice Chairman last June.
Kosaka's appointment as vice president is to take effect after ratification at an extraordinary NSK general meeting in March.
A native of Nagano Prefecture, Kosaka joined the Asahi Shimbun in 1957, upon graduation from Keio University. In 1964, he moved to the Shinano Mainichi Shimbun, where he was promoted to the board the next year. He has served since 1993 as the president of the Shinano Mainichi, after previously being an executive director and a vice president. He has also served as a NSK director since 1993.
Dentsu: Total Ad Sales Fall for 3rd Straight Year, Newspapers See 1.9% Slide
The Feb. 17, Dentsu Inc. report, "Advertising Spending in Japan, 2003," says nationwide ad spending in all sectors for 2003 was off 0.3 percent from the 2002 level, at 5.6841 trillion yen. That yen-figure represents a third consecutive year-on-year decline. It is the first time since Dentsu began its annual survey in 1947 that ad sales have fallen for three years in a row.
By media type, Dentsu said newspaper ad sales fell 1.9 percent to 1.050 trillion yen, also marking a third straight decrease. Spending on TV commercials rose 0.7 percent in the first gain in three years. Newspapers' share of the ad market kept falling, dropping to 18.5 percent, from 18.8 in 2002. Internet-based ad sales surged 40 percent, up 25 percentage points from 2002.
For the first half of 2003, ad spending plummeted due to the Iraq war and SARS. Those declines were accentuated by the absence of the ad sales generated in 2002 by soccer's World Cup. But in the latter half of 2003, the year-on-year decline was smaller than the 5.9 percent reported in the later half of 2002. The decline was slowed by continued growth in demand for digital consumer electronics, and by ad sales related to the general election.
Dentsu said newspaper ad sales stayed weak after the second half 2002 into first-half 2003, due in part to SARS and Japan's financial instability. Signs of an emerging economic recovery pushed newspaper ads up through latter 2003, but that was not enough to drag the entire year back up into the black after the dismal first half.
By category, Dentsu said national and local newspapers saw ad sales slip 2.1 percent. Ad sales for sports dailies fell 6.8 percent.
By sector, advertising clients in "information/communications" spent 21.8 percent more than in 2002, pushing subscriptions for communications services and hyping mobile phone services. The "food sector" spent 10.1 percent more on ads, focusing mainly on health foods. Ad spending by "public offices and organizations" rose 11 percent, mainly on publicity for the general election. Advertising spending rose from 2002 in eight of the 21 major industry sectors, but the "automobile/related equipment" and "finance/insurance" industries, which usually spend more on advertising, cut their ad spending by 13.3 percent and 10.1 percent, respectively, from 2002.
| Advertising Expenditures by Medium(2003) |
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Advertising Expenditures
(\Billion) |
Comparision Ratio(%) |
Component Ratio(%) |
| Total |
56,841 |
99.7 |
100.0 |
| Major Media |
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  Newspapers |
10,500 |
98.1 |
18.5 |
  Magazines |
4,035 |
99.6 |
7.1 |
  Radio |
1,807 |
98.4 |
3.2 |
  Television |
19,480 |
100.7 |
34.3 |
       Subtotal |
35,822 |
99.7 |
63.1 |
| Sales Promotion |
|
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|
  Direct Mail |
3,374 |
97.0 |
5.9 |
  Flyers |
4,591 |
101.0 |
8.1 |
  Outdoor |
2,616 |
90.6 |
4.6 |
  Transit |
2,371 |
101.0 |
4.2 |
  POP |
1,725 |
100.3 |
3.0 |
  Telephone Directories |
1,524 |
97.8 |
2.7 |
  Exhibitions/Screen Displays |
3,216 |
98.1 |
5.6 |
      Subtotal |
19,417 |
98.0 |
34.1 |
| Satellite Media |
419 |
98.6 |
0.7 |
| Internet |
1,183 |
140.0 |
2.1 |
Dentsu Predicts 2.3 % Rise in Japan Ad Sales
Dentsu Inc. also made some predictions on Feb. 17, saying it expects nationwide ad spending to rise 2.3 percent in 2004.
The company sees some economic bright spots, such as better corporate earnings, rising digital-consumer demand, broadband-related equipment sales and the Athens Olympics, despite lingering fears of deflation. It said that advertisers are likely to expand their activity, predicting that their spending in all media sectors will soar 2.1 percent in 2004, compared to 2003.
Dentsu says it expects the "public offices and organizations" sector to lead in buying newspaper ads to publicize the upcoming Upper House election. It says the "information/communications" sector should also see ad growth. Sports dailies should carry more ads as they try to cash in on the Athens Olympics this summer. Dentsu says newspaper ad sales should keep rising through 2004, continuing an uptrend that began in latter 2003. Internet-placed ads are likely to keep growing at highs of 30 to 40 percent.
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NEWSPARK Features Braille Newspaper
The Japan Newspaper Museum in Yokohama -- better known as NEWSPARK -- on Feb. 21 opened a special exhibit on Braille in newspapers.
The Braille exhibit commemorates the 132nd anniversary of the Mainichi Shimbun and is sponsored by the Mainichi and the newspaper museum (with help from the Ministry of Health, Welfare and Labor and the Ministry of Education, Culture, Sports, Science and Technology). About 100 people, including Mainichi President Akira Saito and Education Minister Chikara Sakaguchi, attended the opening ceremony on the morning of Feb. 21 (See photo -- the exhibition runs through May 9.)
On behalf of the organizers, Mainichi President Saito told the guests that the Tenji Mainichi -- The Mainichi In Braille -- is Japan's only weekly newspaper in Braille and that it reflects the company's future commitment.
Education Minister Sakaguchi said the exhibition will encourage all those involved in putting out the Braille newspaper.
To help the public relate to visual impairment, the exhibition features the history of the Braille Mainichi on about 60 panels and materials. It includes a copy of the 1922 first edition, right up to the latest issue, Braille school textbooks and old Braille typewriters. Visitors can even get their business cards printed in Braille.
Topics.......Topics.......Topics........
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Three Win Special Vaughan-Ueda Prize for Iraq War Coverage
The screening board for the Vaughan-Ueda Memorial Prize decided on Feb. 19 not to award a Vaughan-Ueda Memorial Prize for fiscal 2003 due to the difficulty in picking a journalist. The prize is normally conferred to the journalist(s) who contribute the most each year to international understanding through their professional activities.
However, this time, the screening board created a special prize and named three journalists as the first winners of the new prize. The award winners, Takeharu Watai of Asia Press International, and Kazutaka Sato and Mika Yamamoto of The Japan Press, are all affiliated with independent groups of journalists.
Although stopping short of awarding them the memorial prize, the screening board named them as recipients of the new prize for their excellent journalistic activities prior to and during the Iraq war. The three journalists entered Iraq before the war broke out and stayed in Baghdad after most Japanese reporters evacuated in the face of the war, continuing their news-reporting activities under difficult circumstances.
The board issue the nomination and profile information for the winners:
Watai entered Iraq on March 10, 2003 and stayed there for about one month and a half, reporting to Japan on the latest developments in the Iraqi capital under the aerial bombing by the U.S.-led coalition, covering events prior to and after the collapse of Saddam Hussein's government.
Watai used a portable video camera to report the latest developments in Baghdad for news programs on Japanese commercial TV and for other media. He sent a series of by-lined articles to Kyodo News and many local newspapers carried his articles, titled "Baghdad In the War." After the end of major fighting, he returned to Baghdad in August and in November to cover the state of confusion in post-war Iraq. Many TV broadcasters, newspapers, magazines and other publications made extensive use of that coverage.
Watai began his journalistic career in 1997, by covering news in Afghanistan and East Timor. He belongs to Asia Press International, an independent network of journalists. He is 31.
Sato and Yamamoto stayed in Baghdad from March 17 through April 19, 2003 covering the developments in the Iraqi capital as a team in the days before the war and for some time after the collapse of Saddam's government.
Using video cameras, the two journalists conveyed the reality of the situation of the Iraqi people subjected to the aerial bombing and invasion of the U.S.-led coalition forces. Commercial TV stations and magazines continued to carry news reports from the two journalists when they twice returned to Iraq after the end of the major combat to cover the latest developments.
Sato, 47, has covered conflicts in places including Afghanistan, the Philippines, Bosnia and Chechnya. He belongs to The Japan Press, an independent news agency.
Yamamoto, 36, has been affiliated with The Japan Press since 1996, covering conflicts in areas including Afghanistan, Albania, Algeria, Uganda, Kosovo and Indonesia.
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Story of the Month>>>
Weekly Journal Series: "Descriptions of the Media in School Textbooks"
(First article in a two-part series)
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Revised elementary and junior high school curriculum guidelines are now being reflected in new courses that have been taught since fiscal 2002. Senior high schools are adopting the revised curriculum grade by grade, starting in fiscal 2003.
Senior high schools now cover a subject titled "Information" during so-called "hours for comprehensive learning." The change in the curriculum marks the first time that Japanese schools have provided educational instruction on the field of information itself.
Education about media literacy is attracting considerable attention, and the NSK weekly journal Shinbun Kyokai-ho is running a series of articles on how school textbooks characterize the media and news reporting.
Japanese schools select which textbooks they use from a pool of education-ministry-authorized books written and compiled by private textbook publishers.
School textbooks are usually revised once every four years to substantially update the contents. Descriptions or references to the role of newspapers and other media in the information industry appear mainly in school textbooks used for the subject of "Social Studies," in the fifth grade of elementary schools and again in the third grade of junior high school. Some textbooks used for the subject of "Japanese Language," deal with the media as a tool for nurturing self-expression and the use of information. In senior high schools, some textbooks deal with the media as part of the subjects "Contemporary Society," "Ethics" and "Politics and Economics" in courses on "Civics," as well as in courses on "Information."
In addition to these school textbooks, various books are used as supplementary educational reference materials in addition to other teaching aids. The way schools address the role of the media can only be examined by analyzing both the official school textbooks and other related educational materials.
In elementary schools, first-grade pupils in "Social Studies" classes learn about relations between the people's way of life and Japan's various industries. They are taught that along with agriculture and manufacturing, the information industry is now having a far-reaching impact on people's lives, emphasizing the growing importance of the effective use of information.
Five publishers (Tokyo Shoseki, Co., Kyoiku Shuppan Co., Osaka Shoseki Co., Nihon Bukyo Shuppan Co., and Mitsumura Tosho Publishing Co.) produce elementary school textbooks covering the subject of "Social Studies."
The latest curriculum guidelines say that pupils should be encouraged to consider the "efforts and ingenuity of people in the information industry" by focusing on a media sector such as newspapers, broadcasting and telecommunications." However, of the five textbook publishers, only one deals primarily with newspapers, while the rest focus on broadcasting.
Mitsumura Tosho Publishing Co. makes a textbook for social studies in elementary schools containing a chapter titled, "The World Linked Via Information," that has a section headed, "Let's Visit a Newspaper Company." It describes routine jobs at a newspaper and explains how a newspaper is distributed to readers after the newsgathering, editing, printing. The section contains ample references to the ingenuity of people involved in this process.
Referring to newspapers, the textbook says newspapers lag behind TV broadcasting in terms of the speed of delivering information, but credits newspapers with presenting what is happening in a well-arranged manner so that readers can learn about the causes and background of the events. Another cited merit of newspapers is that readers can repeatedly reread the articles.
Unfortunately, the education ministry says that only 2.2 percent of Japan's elementary schools have chosen to adopt this particular textbook.
Newspapers appear in the section, "How to Utilize Information," in the chapter, "Our Lives and Information," of a social studies textbook published by Tokyo Shoseki that is used by 54.5 percent of all elementary schools. This textbook says that there are two types of information -that which people want to get as fast as possible and that which people want to absorb deeply and repeatedly. It defines newspapers as a means of information-delivery that people can read repeatedly for greater absorption. This same textbook contains a section headed, "The Future of the Information Society," in which it predicts that newspapers will be delivered via the Internet or by facsimile in the future.
The Nihon Bunkyo Shuppan Co. social studies textbook, "Social Studies for Elementary School Pupils: Industrial Activities and the Environment," is used by 3.7 percent of all elementary schools. It contrasts newspapers with TV and radio by saying that readers can get a different idea of the news with the help of photographs, illustrations, maps and other graphics in newspapers, despite the fact that newspapers do contain some difficult kanji characters.
On the issue of media literacy, the social studies textbooks published by each of the five companies emphasize the importance of carefully scrutinizing information in this age of the information society. Tokyo Shoseki's textbook focuses on the importance of recognizing the "quality" of information when choosing what weight to give it. As an example of erroneous reporting, it carries a newspaper page about the Aum cult's Matsumoto sarin gas attack in which the media first targeted a local resident as if he were the most likely suspect, even though it later turned out that he was completely innocent.
In an apparent reference to other infringements of human rights by the media, a Kyoiku Shuppan textbook used by 25.6 percent of Japanese schools says that erroneous or incorrect information must never be spread in a way that discredits the people cited in a report. An Osaka Shoseki textbook that is used by 14.0 percent of schools warns that incorrect information has been put into circulation in a violation of personal privacy. It also says that media people have an obligation to distribute correct information in a manner that is sensitive to the way that people will receive that information.
Junior high school students now study society, politics and economics in a section of "Civics" covered under the subject of "Social Studies." Many textbooks refer to the role of the media and reporting within the context of politics and economics.
The new curriculum guidelines also require textbooks on the Japanese language to deal with the media, with many dealing with the topic as an example of "speaking," "listening," "writing" and "reading" comprehension closely associated with the use or choice of information.
(TO BE CONTINUED: The second article in this two-part series will cover descriptions and references to the media in textbooks for Japanese language education.)
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Nihon Shinbun Kyokai
The Japan Newspaper Publishers & Editors Association
Nippon Press Center Bldg., 2-2-1 Uchisaiwai-cho, Chiyoda-ku,
Tokyo100-8543, Japan
bulletin@pressnet.or.jp
Copyright 2004 Nihon Shinbun Kyokai
All right reserved
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