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NSK News Bulletin Online
May 2004
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* Yomiuri Shimbun's Kyoto Factory Spins into Operation
* Chunichi Shimbun Puts Tsujimachi Factory Into Action
* 11 Chinese Journalists Make Exchange Visit
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*Topics
--Kyodo's Haruna Wins National Press Club Award
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Story of the Month>>>
NSK Advertising Committee Issues Media-Usage Survey Results
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Yomiuri Shimbun's Kyoto Factory Spins into Operation

The Yomiuri Shimbun's Osaka head office on April 12 began the full operation of its new printing factory in Yawata City, Kyoto.

With a total floor space of 7,900 sq. meters, the new factory can churn out 40-page issues incorporating a total of up to 16 color pages. The factory uses a thermal computer-to-plate (CTP) system that runs on two high-speed offset rotary presses made by Mitsubishi Heavy Industries, Ltd. The press can print 180,000 copies per hour.

The Kyoto factory prints about 340,000 copies of the morning issue and 170,000 copies of the evening issue to be distributed in Kyoto Prefecture, Fukui Prefecture and a part of Shiga Prefecture. The printing for those areas was previously spread out across facilities at the Osaka head office, a factory in Ibaraki City, Osaka, and other places.

The Yomiuri Shimbun has a nationwide daily circulation totaling about 10.06 million copies. Its new Kyoto factory is the seventh operated by its Osaka head office and its 28th printing facility in total.



Chunichi Shimbun Puts Tsujimachi Factory Into Action

The Chunichi Shimbun turned the crank on its new printing factory in Tsujimachi in Kita Ward, Nagoya City, on April 16. Chunichi publishes a major regional daily newspaper with a circulation of about 2.75 million copies.

The new factory has a total floor space of 10,366 sq. meters and can print 40 pages, including up to 16 color pages. The factory marks a first for the Chunichi with its thermal computer-to-plate (CTP) system. The facility has an hourly output capacity of 170,000 copies from its three high-speed shaftless rotary presses manufactured by Tokyo Kikai Seisakusho, Ltd.

The new factory prints about 490,000 copies of the morning edition and 80,000 copies of the evening edition that used to be printed at the company's head office for distribution in Aichi and Mie prefectures.



11 Chinese Journalists Make Exchange Visit

A delegation of 11 Chinese journalists and editors visited Japan from April 7-17 for the 22nd Japan-China Journalists-Exchange Program. NSK sponsors the program with its Chinese counterpart, the All-China Journalists Association. NSK held a reception in Tokyo on April 8 for the Chinese delegation (see photo).

The theme for this year was "Japan and China's shared role in building a Northeast Asia Economic Zone."

The delegation visited Nippon Television Network Corp. and other journalistic centers in Tokyo on April 8, and was briefed about trends in Japan-China trade relations on April 9. Starting on April 10, they traveled to the cities of Kanazawa, Toyama and Niigata to observe economic development along the Sea of Japan. On April 14, they paid a courtesy call on the head office of the Akita Sakigage Shimpo, a major local newspaper in Akita Prefecture.

After their first day in Tokyo, Li Jiuca, editor-in-chief of the television broadcaster Tang Shan, said he was impressed by how much more advanced Japanese TV broadcasting is than its Chinese counterparts. Commenting on Japan in general, Li said that he witnessed a high level of job dedication among Japanese media workers, adding that he was already finding many things from which to learn in Japan, specifically noting a higher level of efficiency in job performance.

By way of background, it must be noted that this visit took place after a spate of reports about misconduct by Japanese in China. As a result, there have been an increasing number of instances of Chinese media covering the growth of anti-Japanese sentiment among the Chinese people.

Delegation chief Deng Wan, who is the president of the Ningxia Hui Autonomous Regional Journalists Association, noted that it is important that the Chinese media report such issues within the broader framework of China-Japan friendship. "By thoroughly assessing the implications, we must strive not to allow such issues or problems to have a serious impact on the overall situation -- especially if they are really just minor matters," he said.

The Chinese delegation returned home after ending its Japan visit in Osaka.



Topics.......Topics.......Topics........

Kyodo's Haruna Wins National Press Club Award

The Nippon Kisha Club (Japan National Press Club) on April 15 awarded Mikio Haruna of Kyodo News with the club's 2004 annual prize. Haruna is Kyodo's deputy chief editorial writer and senior editor in charge of photographs (see photo).

Haruna won the award for his persistent investigative reporting about the hidden story of Japan-U.S. relations, particularly the clandestine activities of the U.S. CIA in Japan -- an untouched area for Japanese media and journalists.

Haruna has for many years served as an expert on international affairs. He was posted in Washington and New York as a correspondent for a combined total of 12 years. While there, he wrote numerous scoop articles based on previously unpublished documents on Japan-U.S. relations that he dug up in the U.S. National Archives and other facilities.

Haruna also authored a 50-part series, titled "Secret Files - the Unspoken History of Japan-U.S. Relations," which was later published as a book by Kyodo News under the title, "Secret Files - the CIA's Clandestine Activities in Japan."

He joined Kyodo News in 1969 and has served as deputy foreign news editor, chief of the Washington bureau and a senior editorial writer. He has held his current post since 1998. Haruna won the Vaughan-Ueda Memorial Prize for 1994.

The Nippon Kisha Club prize is awarded annually in recognition of outstanding journalistic activities and that enhance the credibility and authority of Japanese journalism.

Story of the Month>>>

NSK Advertising Committee Issues Media-Usage Survey Results
NSK's Advertising Committee released on May 10 the results of its survey on media usage and evaluation for 2003, which was conducted in October of last year.

The findings of the survey reconfirm the fact that:

1) newspapers are "an essential form of media" that penetrates into society;

2) newspapers are a "hub" of the media" that acts as a link among various forms of media; and

3) newspapers are an "effective vehicle" to help businesses develop their brands and thereby enhance their value.

It is also reconfirmed that newspapers are viewed by the people as a key form of media indispensable for the people's daily living.

The Advertising Committee is set to proactively appeal to advertisers and advertising agencies the usefulness of newspaper advertising by distributing the publicity leaflet featuring the findings of the survey or via the Ad Data Archive on the NSK's Web site (http://www.pressnet.or.jp/adarc/).

The survey was the second of its kind following the one conducted in 2001. The survey covered some 6,000 men and women in ages 69 and below nationwide. The survey was designed to obtain data about people's contact with five categories of conventional media -- newspapers, television, radio, magazines and the Internet, as well as the utilization and evaluation of each form of the media. The response rate was 64.6 percent.

To the inquiries pertaining to readers' attitude toward newspapers, 80.4 percent of the respondents said newspapers "have great influence on the public opinion-making," and 78.1 percent said they make it a habit to read newspapers. Also, 81.1 percent said they believe children should be made to read newspapers. In sum, newspaper is highly rated as a form of media indispensable for people's daily living for its prominent influence on society, living and culture.

The survey also shows that newspapers are acting as a go-between or as a "hub" among various sources of information and that newspapers' relationship with television is particularly close. For instance, 93.0 percent of the newspaper readers among the respondents said that they confirm news after knowing its breakout on television. On the contrary, 77.5 percent of the newspaper readers said they sometimes confirm news on television after initially knowing about its breakout on newspapers. Of the entire users of various types of media, 56.4 percent said they sometimes confirm news by reading newspapers after learning about its breakout via other types of media.

Asked which form of media is most effective in delivering information about performance, philosophy and attitude of business corporations, newspaper advertising was ranked top in five of the six related inquiries. The findings show that newspaper is highly rated as a vehicle of information delivery to help business corporations establish and develop their brands.

When it comes to the frequency of contacts to the five types of media, 94.5 percent of the respondents said they are reading newspapers with their average contact with newspapers being 5.7 days a week.

With respect to impressions or evaluations, newspapers are highly rated for "being an indispensable source of information (58.2 percent)," "having great influence on society (55.8 percent)," and "providing detailed coverage of community and local news (54.3 percent)," showing that newspapers are winning public recognition as a form of media that excels in socially-rooted influence, practical usefulness and reliability.

As for other forms of media, commercial broadcasters were rated most for its "coziness" (67.8 percent), the public broadcaster NHK for being "having big influence on society" (52.6 percent), and the Internet for the "abundance of available information" (43.7 percent).

The survey also found that about 90 percent of the respondents are reading newspaper advertising, giving high praise to its "reliability" (60.9 percent), "fairness and accuracy" (60.9 percent), "usefulness" (49.1 percent), showing that newspaper advertising is suited to "rational appeal." More important, 51.6 percent replied that they sometimes go shopping for particular merchandises after reading newspaper advertising on the items. The corresponding rate for TV commercials is a much lower 35.6 percent, indicating that newspaper advertising tends to induce consumption behavior.

The report of the survey is downloadable from the Ad Data Archive of the NSK Web site.

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