September 14, 2009
The process of selection for free papers
| In Japan in 2006 more than 200 “free papers” were published causing a saturation of the market. According to the Japan Free Newspapers Association (JAFNA), who is affiliated with 38 free paper publishers, the number of free papers has decreased to an estimated 100 last year. A “free paper” is a magazine or booklet that is available for no charge at a store or at various locations throughout many cities. Free papers feature various types of information, such as local news, restaurant guides and job information. However, recently these free paper publishers faced hardships due to several reasons, such as the rising cost of paper due to the high prices of crude oil, the diminished advertisement income due to a depressed economy, and the growing popularity of the internet. Even long-established free paper publishers are under pressure to change their strategies. One of these publishers, a twenty year veteran with 6 million copies of circulation in the Tokyo and surrounding areas, has decreased the frequency of publishing to every other week instead of weekly. Others have cut down their delivery points to less than 2,000 (from 4,000) in order to streamline operations. On the other hand, there are papers that are growing rapidly, such as “Bishojo Zukan”. This particular publication has become so popular it is known to run out-of-stock in a short period of time. This free paper’s main source of advertising revenue comes from hair salons. Another free paper that offers puzzles, “Kensho Puff”, has rapidly grown to hundreds of thousands in circulation since its first issue was published last December. The content of the publication targets a variety of people from children to the elderly, which explains its popularity. |
