---

Standard Rates of Selected Print Media

(This page will grow and will be occasionally updated)

 

GENERAL NOTES

Buying media in Japan is very different from buying them in the US:

1. Publishers have a lot more power: there is more demand and a lot less supply. Great sums chase few pages.

2. Only licensed agencies can buy media. They guard their commissions jealously and often collude with publishers to jack up the prices.

3. Publishers are often held responsible for the evil social effects of the ads they publish, so they tend to be doubly cautious.

4. Publishers tend to shun mail order clients--because in Japan the whole field has a somewhat unsavory opinion.

5. You're a foreigner and that means you are WEIRD and dealing with you is to be avoided if at all possible.

NOTES TO THE LISTING BELOW

1. Don't take the figures here as the Holy Writ: they are not. These are the published card rates and in Japan they mean even less than in the US. Take these figures as an indication of the HIGHEST prices you should pay for these goodies. If you are a serious client, most magazines will be able to offer you 10-20% discount and most newspapers will be able to offer you special rates which are even lower than that.

2. Circulation figures are given only where provided by outside audit.

GENERAL INTEREST MAGAZINES

General Interest Magazines	Circulation	Back Cover (JPY)	Full-color full page (JPY)	B/W full page (JPY)	B/W 1/3 P (JPY)
Shukan Asahi	361,000	2,300,000	1,750,000	1,000,000	270,000
Friday		3,000,000	2,200,000	1,400,000	600,000
Shukan Hoseki	428,000	2,150,000	1,500,000	880,000	320,000
Flash		2,500,000	1,800,000	1,200,000	n/a
Shukan Playboy		2,200,000	1,850,000	1,100,000	290,000
Shukan Post	867,000	2,350,000	1,850,000	1,080,000	280,000
Shukan Shincho	504,000	2,200,000	1,700,000	1,000,000	240,000
FOCUS		2,900,000	2,200,000	1,500,000	600,000
Shukan Asahi Geino	308,000	1,150,000	900,000	600,000	250,000
Shukan Bunshun	651,000	2,400,000	1,850,000	1,080,000	440,000
Sunday Mainichi	206,000	1,800,000	1,100,000	750,000
Shukan Gendai	741,000	2,450,000	1,850,000	1,060,000	260,000
Don Don		600,000	400,000	250,000	100,000
Shukan Taishu		1,150,000	900,000	250,000	100,000
Za Besto Magazine		1,800,000	1,200,000	800,000	300,000
Shukan Jitsuwa		1,300,000	1,100,000	500,000	187,000
Mainichi Graph		1,100,000	700,000	450,000	170,000
Tokusengai		980,000	700,000	450,000	170,000
Shukan Yomiuri		1,700,000	1,150,000	385,000	185,000
Wakasa		1,600,000	1,200,000	800,000	320,000

WOMEN MAGAZINES

Women Magazines	Circulation	Back Cover (JPY)	Full-color full page (JPY)	B/W full page (JPY)
Pumpkin		2,000,000	1,600,000	900,000	410,000
Lettuce Club		3,000,000	2,200,000	1,600,000	700,000
Orange Page		3,200,000	2,500,000	1,800,000	700,000
La Seine		2,200,000	1,500,000	1,000,000	n/a
With	755,000	3,500,000	2,700,000	n/a	n/a
MINE		2,100,000	1,500,000	950,000	400,000
Josei Jishin	619,000	3,100,000	2,400,000	1,200,000	360,000
JJ		3,200,000	2,300,000	n/a	n/a
Seventeen		1,300,000	1,000,000	500,000	200,000
non-no	971,000	3,100,000	2,500,000	1,650,000	650,000
Shukan Josei	488,000	2,280,000	1,700,000	990,000	375,000
JUNON		2,250,000	1,500,000	1,080,000	480,000
Stekina Okasan		3,000,000	2,000,000	1,200,000	470,000
Shufu no Tomo	443,000	2,450,000	1,600,000	900,000	350,000
ESSE	653,000	3,200,000	2,400,000	1,600,000	700,000
Lemon		1,480,000	n/a	650,000	260,000
POTATO		960,000	720,000	480,000	160,000
Teen no Heya		800,000	600,000	400,000	130,000
SOMEDAY		700,000	400,000	n/a	n/a
SIGN		1,650,000	1,100,000	770,000	330,000
FIT		1,700,000	1,200,000	900,000	500,000
ERUFIN		900,000	820,000	470,000	180,000
ERUTIIN		900,000	750,000	500,000	250,000
MORE		3,100,000	2,500,000	1,650,000	430,000
ViVi		2,400,000	1,700,000	1,080,000	450,000
SOPHIA		2,100,000	1,400,000	900,000	400,000
COSMOPOLITAN		1,500,000	1,200,000	750,000	300,000
LEE		2,600,000	2,100,000	1,300,000	600,000
SPUR		2,300,000	1,500,000	1,000,000	n/a
WATASHI NO AKACHAN		1,500,000	980,000	600,000	300,000
Baloon		1,300,000	800,000	450,000	200,000
Ray		2,300,000	1,500,000	1,000,000	400,000
COSMO		2,200,000	1,600,000	900,000	400,000
Josei Seven		2,550,000	1,950,000	1,060,000	440,000
Seven		1,300,000	1,100,000	550,000	230,000
CanCam		2,900,000	2,000,000	1,300,000	600,000
P.and		1,200,000	n/a	450,000	180,000
BABY FASHION		1,000,000	600,000	430,000	150,000
Muffin		2,000,000	1,500,000	800,000	350,000
Oggi		2,500,000	1,600,000	1,000,000	350,000
Marie Claire		1,700,000	1,200,000	900,000	300,000
Shopping		2,460,000	1,600,000	870,000	420,000
Nikkei Woman		1,900,000	1,400,000	n/a	420,000
Sukusuku Akachan		800,000	500,000	300,000	n/a
Grand Magasin		2,800,000	2,000,000	1,000,000	350,000
Sesame		1,400,000	850,000	550,000	n/a
Maternity		1,100,000	1,350,000	700,000	390,000
So-en		1,350,000	900,000	560,000	190,000
Mrs		2,700,000	1,850,000	1,150,000	450,000
AnAn		2,650,000	2,000,000	1,350,000	600,000
Croissant		2,850,000	2,100,000	1,400,000	n/a
Olive		2,000,000	1,500,000	1,000,000	450,000
Hanako		1,900,000	1,350,000	1,000,000	450,000
BOMB		1,200,000	850,000	480,000	180,000
MOO		1,300,000	980,000	560,000	220,000
Kindai Eiga		1,000,000	700,000	550,000	240,000
Myojo		2,500,000	2,000,000	1,500,000	600,000
Duet		1,000,000	800,000	450,000	180,000
Boon		2,100,000	1,500,000	1,000,000	400,000
PeeWee		1,100,000	800,000	450,000	180,000
FINE BOYS		1,950,000	1,350,000	820,000	320,000

NEWSPAPERS (BROADSHEETS)

The following newspapers have both morning and evening editions. Space is sold in units of "dan", which, in broadsheets, is a narrow stripe about 1.5 inches high running from the left margin to the right margin. 15 dan (15 vertical stripes) make a full page. 1/2 page is "7 dan" or "8 dan" and 1/4 page is usually "1/2 x 5" dan (or "half-5-dan").

Newspapers	Circulation-Morning	Circulation- Evening	Price of 1 dan (morning ed., JPY)
KANTO AREA (Tokyo)
Asahi	4,580,000	2,544,000	1,944,000
Mainichi	1,620,000	745,000	1,052,000
Yomiuri	6,107,000	2,759,000	2,337,000
Nikkei	1,721,000	952,000
Sankei	792,000	292,000	610,000
Tokyo	702,000	425,000	485,000
KANSAI AREA (Osaka)
Asahi	2,292,000	1,390,000	1,139,000
Mainichi	1,419,000	911,000	769,000
Yomiuri	2,513,000	1,426,000	1,093,000
Nikkei	769,000	479,000
Sankei	1,145,000	668,000	630,000
Kyoto	490,000	335,000
NATIONAL (including all areas listed above)
Asahi	8,360,000	4,384,000	3,307,000
Mainichi	3,970,000	1,895,000	2,047,000
Yomiuri	10,120,000	4,404,000	3,605,000
Nikkei	2,930,000	1,643,000	1,291,000
Sankei	1,937,000	960,000	1,020,000