{"id":48595,"date":"2026-05-08T06:23:38","date_gmt":"2026-05-07T21:23:38","guid":{"rendered":"https:\/\/kochihen.replan.ne.jp\/?p=48595"},"modified":"2026-05-08T06:23:38","modified_gmt":"2026-05-07T21:23:38","slug":"%e3%80%90%e6%9c%9d%e6%97%a5%e6%96%b0%e8%81%9e%e3%81%ae%ef%bc%91%e9%9d%a2%e8%a8%98%e4%ba%8b%e4%b8%8b%e3%81%ab%e3%83%9e%e3%83%b3%e3%82%ac%e5%ba%83%e5%91%8a%ef%bc%93%e6%ae%b51-4%e3%83%bb%e3%83%bb","status":"publish","type":"post","link":"http:\/\/kochihen.replan.ne.jp\/?p=48595","title":{"rendered":"\u3010\u671d\u65e5\u65b0\u805e\u306e\uff11\u9762\u8a18\u4e8b\u4e0b\u306b\u30de\u30f3\u30ac\u5e83\u544a\uff13\u6bb51\/4\u30fb\u30fb\u30fb\u3011"},"content":{"rendered":"

\"\"<\/a>
\n\"\"<\/a>
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\n\u3000\u5e83\u544a\u696d\u754c\u81ea\u4f53\u306f\u3001WEB\u95a2\u4fc2\u306e\u58f2\u4e0a\u3052\u304c50%\u3092\u7a81\u7834\u3057\u305f\u3068\u3044\u3046\u3053\u3068\u3067\u3001\u3044\u308f\u3086\u308b\u30aa\u30fc\u30eb\u30c9\u30e1\u30c7\u30a3\u30a2\u306f\u5927\u304d\u304f\u30b7\u30a7\u30a2\u3092\u843d\u3068\u3057\u7d9a\u3051\u3066\u304d\u3066\u3044\u308b\u3002\u307e\u3055\u306b\u300c\u8af8\u884c\u7121\u5e38\u300d\u30fb\u30fb\u30fb<\/p>\n

\u25cf\u304a\u77e5\u3089\u305b
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\n\u304a\u6c42\u3081\u306fAmazon\u3067\u3002
\nhttps:\/\/amzn.asia\/d\/eUiv9yO<\/a>
\n\"\"<\/a><\/p>\n

English version\u2b07<\/p>\n

[A three-column, one-quarter-page manga ad below a front-page article in the Asahi Shimbun…]
\nA manga ad appears on the Asahi Shimbun\u2019s front page, where a publishing advertisement\u2014a \u201cmirror\u201d of society\u2014depicts the future of the world. The future of the information age is laid bare for all to see. …<\/p>\n

\u3000Lately, buying a newspaper has become a regular part of my \u201cquick stop\u201d shopping trips to the convenience store (lol).
\nNormally, I\u2019d just pick up a few small food items, but those product \u201cstands\u201d have been getting smaller and slimmer, and it seems like the convenience stores are finally putting \u201cremoving the sales area\u201d on their agenda, which makes me feel a bit of a sense of crisis.
\n\u3000So, regardless of that media narrative, I buy the Asahi Shimbun as a representative of \u201cold media.\u201d
\n…At the advertising agency where I started my career in Tokyo, I worked on placing book ads in newspapers for a long time, so without even realizing it, I came to view \u201cbook and magazine ads below the front-page headline in the Asahi\u201d as a sort of common platform\u2014the main stage, so to speak.
\n\u3000When I went independent and placed a full-page ad (buying out the entire front page) in the Asahi Shimbun to promote a book with nationwide distribution, I felt a touch of nostalgia. You could call it a sense of a \u201cpunctuation mark\u201d in my life.
\nThis ad space continues to evoke that same sense of a \u201clife compass\u201d for me.
\nThe photo above shows the front-page ad I purchased for the Asahi Shimbun the other day for that very reason.
\n\u3000Back in the days when I used this space to gauge \u201csocietal trends,\u201d we categorized book ads (3 columns, 1\/8 page) and magazine ads (3 columns, 1\/6 page) as \u201cSan-yatsu\u201d and \u201cSan-mutsu,\u201d respectively. Observing what kinds of book and magazine ads appeared there served as a sort of trial balloon for the advertising industry. To put it another way, it was a litmus test for how Japanese society was shifting and changing.
\n\u3000Contrary to my preconceived notions, what I was looking at was a collection of manga tankobon advertisements. In terms of space, they were 3-column 1\/4. I suppose you could call that \u201cSan-yotsu.\u201d And they were using color ads.
\nSince I\u2019m quite removed from the world of publishing advertising these days, I\u2019m not entirely sure what the background is behind this advertising landscape, but it\u2019s clear that the publishing world is also facing a serious \u201cshift away from text,\u201d and I do think book culture is in crisis. Given this context, I can understand why the publishing industry is trying to bet on this manga culture.
\nIn the advertising industry itself, web-related sales have surpassed 50%, meaning so-called \u201cold media\u201d continues to lose market share at a rapid pace. Truly, \u201call things are impermanent\u201d…<\/p>\n

\u25cf Announcement
\nMy book, \u201cWriters and Living Spaces,\u201d has been published as an e-book by Gentosha.
\nAvailable on Amazon.
\n\u3000
\n\u3000<\/p>\n","protected":false},"excerpt":{"rendered":"

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