The Outlook for Japanese Advertising

This article (translated from the Japanese for WARC) is based on the Nikkei Advertising Research Institute's Advertising White Paper 2008 together with more recent advertising expenditure forecasts for the Japanese market through the fiscal year 2008.

The Outlook for Japanese Advertising

This article was translated from the Japanese for WARC, based on the Nikkei Advertising Research Institute's "Advertising White Paper 2008", together with more recent advertising expenditure forecasts. Other translated articles from the Advertising White Paper 2008 include:

  • Economic, social and marketing trends
  • Television trends
  • Trends in newspapers, magazines and the free press
  • Trends in transport and out-of-home advertising

 

In recent years, Japan's advertising market has been in a rut. While internet advertising has grown steadily, spend on television and newspapers has stalled, cancelling out the benefits to total advertising spend of rising internet...

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