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令和5(2023)年1月1日(元日)新聞広告まとめ(5紙別)
あけまして おめでとうございます!
はじめましての方も、毎年チェックくださっている方も。見に来ていただいて、ありがとうございます。
2017年からつづけている「元日の新聞広告まとめ」。
今年もさっそくまいります。
昨年にひきつづき、各社の下記の項目と合わせてお届けいたします。
・理念、綱領など
・発行部数
・購読者属性
・特徴
広告は社会の鏡。ざーっとご覧いただければ、いまこの時代の空気をつかんでいただけるはずです。知らんけど。
■日本経済新聞
◎部数
朝刊170万2222(2022年9月)
デジタル有料購読数 87万0189(2021年12月)
無料登録を含む電子版会員数555万2529(2021年12月)
◎購読者属性
・購読者のうち役職者が41.6%
※J-READ Basic:全国47都道府県の
男女12300人が対象。
2020年10月にビデオリサーチが実施
・平均世帯年収921万円
出典:https://marketing.nikkei.com/media/newspaper/mediadata/
◎特徴
1876年(明治9年)、前身である「中外物価新報」を創刊。1946年に社名が日本経済新聞社となり、日本経済新聞に。約7割の企業役職者がチェックする媒体と言われる。1956年にスタートした著名人の自叙伝的コラム「私の履歴書」が人気。
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■朝日新聞
◎部数
朝刊 399万8303(2022年9月度)
◎購読者属性
・年代 60歳代が最多の24.3%
他紙に比べ、行政団体職員や企業の労務管理者、
教育関係者、医療福祉従事者が多い
・平均世帯年収 736万円
出典:https://adv.asahi.com/mb2/other/ad_info/media_kit/DataFile2021.pdf
◎特徴
1879年(明治12年)、わずか4ページの第一号を大阪で発行。「報道中心主義」「公平無私」を編集方針とし、その精神は現在の綱領にある「不偏不党」に受け継がれている。朝刊1面のコラム「天声人語」が有名。夏目漱石、石川啄木が入社し、活躍した歴史を持つ。
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■読売新聞
◎部数
朝刊 667万7823部(2022年9月)
◎購読者属性
・役員クラスへの到達率19.0%(参考:朝日15.2%)
・年収1000万円以上の人への到達率27.3%(参考:朝日17.1%)
出典:読売新聞メディアデータhttps://adv.yomiuri.co.jp/download/PDF/mediakit/general/mediadata2020/mediadata2020.pdf
◎特徴
世界最大の販売部数を有する。創刊は1874年(明治7年)。明治中期には文豪である坪内逍遥、尾崎紅葉らも入社して筆を振るい、文学新聞としても人気を博した。大正時代には「よみうり婦人附録」の創設や世界初の駅伝大会の開催など時代を先取りした紙面や事業を展開。昭和に入り読売巨人軍の前身となる「大日本東京野球倶楽部」を設立。昭和、平成で紙面の評価を高め、世界最大の発行部数の座を不動のものに。
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■毎日新聞
◎部数
朝刊 187万1693部(2022年9月)
◎購読者属性
・世代は70代以上が最多(31.3%)
・一戸建て持ち家率が高い
・平均世帯年収 不明(最多層は300~500万円未満21.2%)
出典:毎日新聞読者データ
https://macs.mainichi.co.jp/ad/profile.html
◎特徴
前身となる「東京日日新聞」は1872年(明治5年)創刊。日刊紙としての歴史は最も古く、世界で初めて戸別配達を開始したのも毎日新聞と言われる(1875年)。全国高校ラグビー大会や、のちに春の甲子園と称される中等学校野球大会の第一回大会を開催。明治からつづく社説を有する。
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■中日新聞
◎部数
朝刊197万1940部(2021年7月~12月)
◎購読者特性
・平均年齢48.2歳
・平均世帯年収733万円
・89.4%が持ち家一戸建て
出典:中日新聞グループ媒体ガイド
https://adv.chunichi.co.jp/adv-admin/wp-content/uploads/2018/05/%E4%B8%AD%E6%97%A5%E6%96%B0%E8%81%9E%E3%82%B0%E3%83%AB%E3%83%BC%E3%83%97%E5%AA%92%E4%BD%93%E3%82%AC%E3%82%A4%E3%83%89APPROACH2021.pdf
◎特徴
1886年(明治19年)、前身である『無題号』『金城だより』を創刊。日本最大のブロック紙で東海3県の購読率は60%を超える。
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2023年元日の新聞広告まとめは、以上です。
例年よりも「今年は」「今年こそは」と、この一年に期待と希望を寄せるメッセージが多かったように思います。
あとはやっぱり、漫画や映画、音楽、ゲーム、スポーツは強いですね。
個人的には、KOSEさんの大谷翔平選手と羽生結弦選手を起用した広告に、時代と覚悟を感じました。
2023年があなたにとって良き1年になりますように。
最後までご覧いただき、ありがとうございました!
※五大紙と言えば「産経新聞」が含まれるのですが、私の住むエリアでは入手がむずかしく、代わりに全国紙に匹敵する発行部数を誇る「中日新聞」をご紹介しました。参考までに「産経新聞」のデータも合わせて載せておきます。
■参考:産経新聞
◎部数
朝刊 100万8642部(2022年9月)
◎購読者属性
・平均年齢48.3歳(最多は50~69歳)
・主婦が約2割、事務+労務も約2割、経営・管理職も多い
・平均世帯年収 不明(参考:平均個人年収355万円)
・7%強が営業・販売職、次いで経営・社業全般職が5.2%
出典:産経新聞 閲読者プロフィール
http://www.sankei-ad-info.com/reader/profile.html
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