|9. Actual Distribution of Inserted Flier Advertisement|
Now, we would like to introduce you how the inserted flier advertisement is actually distributed, for example, in the Friday, March 22 issue of a morning newspaper.|
Printing company completes printing of inserted flier advertisement and delivers them to Yomiuri PR by 5:00 p.m. on Wednesday, March 20.
Yomiuri PR, in turn, loads them according to each district of delivery by around 9:00 p.m. on Wednesday, March 20 and delivers them to each newspaper-selling agent by 5:00 a.m.to noon of Thursday, March 21.
Each newspaper-selling agent of Yomiuri, Asahi, Mainichi, and Sankei Shinbun arranges fliers which are brought to them by Yomiuri PR and other agencies to one set per newspaper.
Around 3:00 a.m. of Friday, March 22, newspapers arrive at each selling agent.
Then, the agent folds and includes the set of fliers into newspapers, which have just arrived.
(By the way, as we mentioned before, Yomiuri, Asahi, and Mainichi Shinbun cover 80% of the total households in Japan.)
Around 4:00 a.m. to 5:00 a.m., the inserted flier advertisement is delivered to each household together with newspaper.
This is how the inserted flier advertisement is actually distributed.
Some of you might know about it but distinctive feature of Japanese newspaper delivery
system is its accuracy. We think this accuracy must be one of the reasons why inserted flier could become so much influential medium in Japan.
In conclusion, as we described earlier, inserted flier advertising has attracted much attention, which is different from the past as a very effective advertising medium in the matured Japanese market.|
It is not only an advertising strategy which becomes fundamental for such distribution companies as department stores and general merchandise supermarkets but has been included in the advertising media mix of a wider range of industries such as mail-order business, real estate and manufactures.
It is considered that the Japanese market will further be diversified and it is no doubt that the inserted flier advertising will be utilized as an advertising strategy to grasp more diversified and individualized needs of customers as precisely as possible and to cope with such needs.
Thank you very much.
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