Summary
This article (translated from the Japanese for WARC) discusses the major economic and advertising trends in Japan's newspaper, magazine and free press sectors during 2007 and early 2008. This includes reasons for the continued decrease in newspaper circulation and advertising revenue and the increase in cross-media and corporate campaigns, together with newspapers' enduring reputation as a trusted medium among older consumers. It also discusses the difficult conditions facing the magazine sector and how publishers are looking to the internet to bolster weakening revenues. Finally, the free press sector is profiled, and how a once-rapidly growing market is becoming more competitive, with publishers seeking key distribution points within major transport hubs.

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This paper charts the rise and growing success of free daily newspapers. It includes the success of Metro International, which started its first Metro title in Stockholm, Sweden in 1995, and now present in 17 countries with 55 different editions.

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Since April 1994 the Bundesverband Deutscher Anzeigenblätter (BVDA) and its member publishers have been pursuing their concept of systematic readership research for editorial and advertising marketing. On the basis of research standards, set up by the Zentralverband der Werbewirtschaft (ZAW) and the Arbeitsgemeinschaft Mediaanalyse (AG.MA), the BVDA has developed a standard model for local reach analyses. The aim of this initiative is to provide more openness and a better planning basis for the advertisers in the local market. Furthermore, it will enable the advertisers to compare the profitability of free-sheets with that of local competitors especially with the daily regional newspapers. These analyses also allow to check the editorial competence and acceptance of free-sheets in order to put the strategic decisions of the publishers on a sound basis and to reveal deficiencies.

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Press here. A report on the AFN (Association of Free Newspapers) conference. Speculation that Maxwell and the Mirror Group may be contemplating breaking into the free market in six more major cities. Because of entrenched competition, this may be harder than his success with The Glaswegian, which won the free newspaper of the year award. But lack of commitment by paid publishers to the frees they now largely control could create the sort of gaps a Maxwell might exploit. The pursuit of `quality' may in future mean excluding those who don't want frees from the distribution process.

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Discusses the ecological effect of newspapers, following a speech at a recent Financial Times conference by the chief executive of Westminster Press. The growth of free newspapers in particular has increased the demand for paper, and as a result some are dubbing them `bad for the environment'. But it is possible that the growing demand for more newsprint is a boon ecologically, because it stimulates the growth of trees. At another conference (the Association of Free Newspapers) government encouragement to use recycled paper was countered with the argument that the recycling process, unlike the use of wood pulp, actually causes more pollution.

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Reviews the success of the Association of Free Newspapers, and how the paid-for press is fighting back, with the support of the Newspaper Society.

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First article in a series. The newspaper revolution of the mid-1980s gave rise to great expectations. But as the 1990s draw near, a number of factors make the new national newspaper business less different from the bad old days than it looked in 1985: a downturn coming in advertising, stagflation pressure on margins, extra competition from television.

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A brief history of the colour supplements, which also started 25 years or so ago. The article describes how they spread beyond the quality nationals across all newspapers, following very different editorial approaches, and discusses the effects they have had, and may have in future, on their parent titles. They are a medium in their own right, and have attracted a special kind of highly visual poster-like press advertisement. From the Admap 25 years Silver Jubilee issue.

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A comparison of three publications which at first sight look very similar: the Financial Times, the Economist and the Wall Street Journal. All have expanded rapidly in recent years and are profitable, but they differ in many respects in their present situations, objectives and long-term strategies. Circulation, production, advertising and editorial for each publication are discussed. The FT differs from the other two in that it is not and does not aim to be a global newspaper; it has marked out a specific territory for itself, with the progress made through the Frankfurt and New York editions now being supplemented by a programme of acquisitions and joint ventures elsewhere in the world.

Summary
The growth in circulation of the Financial Times has been spectacular overseas, but in the UK sales have increased by more than 60% over 20 years, in spite of the long-term strategy of maximising appeal to businessmen and minimising appeal to others. The author describes how this strategy has been implemented, and in particular how research findings ten years ago identified the main objective as being to convert occasional readers into regular readers. Regression modelling to find out what has caused circulation increases has shown up various factors, including the UK's economic performance and increases in disposable income, but has failed to find effects from advertising.