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| Reaching Business Leaders |
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| Penetration into Japan’s Decision-makers |
As the nation’s largest daily economic and business newspaper with a circulation of over 3 million copies, the Nikkei has gained the trust of decision-makers with a dominant 83.5 percent coverage among top executives.
In addition, the Nikkei has a large readership among middle managers, who are most involved in day-to-day company operations and take on an important role in making decisions. If you are looking to reach Japan’s decision-makers, choose the Nikkei. |
| Top Management Readership |
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| Among the major business newspapers and magazines published in Japan, the Nikkei is the most widely read by senior executives. This is because the Nikkei provides them with the most helpful information for making work-related decisions and drawing up future plans for management of their companies. |
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| Coverage
of top management by Japan's major business/economic
publications |
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| Source:
JBRS 2006 (*: English-language publication) |
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Decision-making
Process in
Japanese
Companies |
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| When thinking about purchasing products or services used in their businesses, senior management are influenced when making a decision by the fact that brand name, functions and performance are known by other managers or related departments in the company. In other words, it is important to reach not just the upper echelons of the company but middle management as well. |
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| People who authorize IT procurement |
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| Source:
Survey on IT procurement 2007 |
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| Businesspersons’ perceptions about who should know what in order to decide
on IT products and services |
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Source: Survey on IT procurement 2007
(Surveyed on a 4-point scale from “very influential” to “not influential at all.” Excludes ratio of these answering “not influential at all.”) |
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JBRS
JBRS (The Japan Business Readership Survey) 2006 surveyed 700 decision-makers including chairpersons and presidents of major Japanese corporations in a variety of industries mainly among financial and foreign-affiliate companies.
JBRS, in addition to offering highlights of the activities of Japan’s executives and managers, provides readership data for major Japanese publications. JBRS is conducted by Ipsos-RSL (London) and Adams Communications (Tokyo). |
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