Newspaper Advertising - Japan

  • Japan
  • Ad spending in the Newspaper Advertising market in Japan is forecasted to reach €2.01bn in 2024.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -3.52%, leading to a projected market volume of €1.68bn by 2029.
  • With a projected market volume of €4,664.00m in 2024, the majority of revenue will be generated the United States.
  • In the Newspaper Advertising market in Japan, the number of readers is expected to reach 24.2m users by 2029.
  • The average ad spending per reader in the Newspaper Advertising market in Japan is projected to be €58.25 in 2024.
  • Japan's newspaper advertising market continues to thrive, with a strong emphasis on print media despite the digital shift in other countries.

Key regions: Australia, France, United States, Japan, United Kingdom

Comparaison de régions

Analyst Opinion

The Newspaper Advertising market in Japan has experienced significant developments and trends in recent years.

Customer preferences:
Japanese consumers have shown a strong preference for traditional media, including newspapers, as a source of information. This preference can be attributed to the high level of trust placed in newspapers, as well as their established presence in Japanese society. Many consumers still rely on newspapers for news updates, local events, and classified ads. Additionally, newspapers often cater to specific demographics, allowing advertisers to target their desired audience effectively.

Trends in the market:
One notable trend in the Newspaper Advertising market in Japan is the shift toward digital advertising. While traditional print advertising remains prevalent, there has been a gradual increase in digital newspaper advertising. This trend can be attributed to the growing popularity of online news consumption and the increasing use of smartphones and other digital devices. Advertisers are recognizing the potential of reaching a wider audience through digital platforms and are investing in digital newspaper advertising accordingly. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making the process more efficient and cost-effective. This trend has gained traction in Japan, with advertisers leveraging programmatic advertising to target specific audiences and optimize their advertising campaigns. The use of data and analytics in programmatic advertising has also allowed for more precise targeting and measurement of ad performance.

Local special circumstances:
Japan has a unique newspaper landscape, with a wide variety of national, regional, and local newspapers catering to different audiences. This diversity provides advertisers with the opportunity to choose newspapers that align with their target market. Additionally, newspapers in Japan often offer specialized sections or supplements, such as sports, fashion, or business, allowing advertisers to reach specific consumer segments. This flexibility and customization contribute to the continued relevance and effectiveness of newspaper advertising in Japan.

Underlying macroeconomic factors:
Japan's stable economy and high literacy rate have contributed to the resilience of the Newspaper Advertising market. Despite the increasing popularity of digital media, newspapers continue to play a significant role in Japanese society. The aging population and the cultural significance placed on print media have also contributed to the sustained demand for newspaper advertising. Furthermore, the strong presence of local businesses and the importance of community connections in Japan make newspapers an effective advertising medium for reaching local consumers. In conclusion, the Newspaper Advertising market in Japan is experiencing a shift toward digital advertising while still maintaining a strong presence in traditional print media. Customer preferences for newspapers as a trusted source of information, the rise of digital advertising and programmatic advertising, the unique newspaper landscape in Japan, and underlying macroeconomic factors all contribute to the development and trends in the market.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on newspaper advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in printed newspapers.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

Vue d’ensemble

  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Reach
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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