日本报业正面临严峻的挑战。尽管日报的总发行量并没有出现急剧下降的现象,但是,日本特有的按月订读早晚刊套报的份数,自泡沫经济崩溃的1991年以来一直呈减少趋势,订报量已连续7年低于上一年的水平。另外,由于总发行量的增加低于户数的增长,报纸的家庭普及率也持续递减(表1)。人们的生活时间和生活费的支出,从报纸越来越多地转向电视、电脑、电话和各种便携式终端。这些都减弱了报纸作为广告媒体的竞争力。加上经济不景气等原因和报纸广告本身与电视等媒体相比处于弱势,投入到电视、推销中的广告费已遥遥领先于报纸。 Japanese newspapers are facing serious challenges. Although there was no sharp decline in the total circulation of the daily newspapers, the number of copies of Japan-specific monthly subscriptions to newspapers and magazines has been on a declining trend since 1991 when the bubble economy collapsed. The year is lower than the level of the previous year. In addition, as the total circulation increased less than the growth of households, the household penetration rate of newspapers also continued to decline (Table 1). People’s spending on living and living expenses has shifted from newspapers to television sets, computers, telephones and a variety of portable terminals. These have weakened the newspaper’s competitiveness as an advertising media. Coupled with the economic downturn and other reasons and newspaper ads themselves and television and other media at a disadvantage, into the television, advertising in marketing has been far ahead of the newspaper.