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1-4. Magazine Advertising Expenditures for Imported Products |
Magazine Advertising for Imported Products
The Japan Magazine Advertising Association conducted a survey on advertising for imported goods in 2008 targeting 342 magazines. The results of the survey show that the percentage of advertising for imported goods account for 22.8% of total magazine advertising. |
*About Advertising for Imported Products
Definition: "advertising for imported products" in magazines refers to the advertising placed in magazines for purposes of selling or otherwise providing foreign products and services in the Japanese market. Even if the advertiser is a Japanese company or the Japanese subsidiary or branch office of a foreign company, advertising is considered "advertising for imported products" if it is for a foreign product or service. On the other hand, advertising for foreign brand products manufactured in Japan under licensing agreements is not counted as "advertising for imported products," to the extent that such products can be identified.
Survey Method: "advertising for imported products" was identified using the master code book for products of MRS Advertising Survey, an organization with an established reputation, and the resulting data was then tabulated by computer and analyzed.
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Table 1: Expenditure on Magazine Advertising for Imported Products in 2008
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| Product Category |
Total magazine advertising (thousand yen) |
Relative to previous year (%) |
Share (%) |
Magazine advertising for imported products (thousand yen) |
Relative to previous year (%) |
Share (%) |
Share of industry total (%) |
| Electric Appliances |
7,151,499 |
99.2% |
2.1% |
1,182,775 |
91.3% |
1.5% |
16.5% |
| Transportation Equipment |
14,175,947 |
81.6% |
4.1% |
3,258,819 |
93.4% |
4.1% |
23.0% |
| Precision Instruments |
11,594,517 |
97.2% |
3.3% |
7,420,599 |
94.3% |
9.4% |
64.0% |
| Machinery/Appliances |
14,285,636 |
83.3% |
4.1% |
3,470,966 |
83.7% |
4.4% |
24.3% |
| Household Products |
3,610,340 |
87.6% |
1.0% |
827,585 |
88.1% |
1.0% |
22.9% |
Miscellaneous Goods
(Jewelry, Leather Goods, Leisure Goods, Stationary, etc.) |
49,802,475 |
96.5% |
14.3% |
21,894,745 |
95.2% |
27.6% |
44.0% |
| Energy/Materials |
684,842 |
103.4% |
0.2% |
58,129 |
68.5% |
0.1% |
8.5% |
| Pharmaceuticals/Sanitary Goods |
5,023,243 |
102.4% |
1.4% |
167,289 |
86.0% |
0.2% |
3.3% |
| Cosmetics/Soap/Detergents |
45,028,433 |
93.6% |
13.0% |
17,057,697 |
87.6% |
21.5% |
37.9% |
| Foodstuffs |
11,359,245 |
86.0% |
3.3% |
456,854 |
47.7% |
0.6% |
4.0% |
| Beverages/Cigarettes |
13,055,406 |
95.0% |
3.8% |
4,316,528 |
109.6% |
5.4% |
33.1% |
| Textile Products |
33,041,926 |
88.7% |
9.5% |
10,318,244 |
86.3% |
13.0% |
31.2% |
| Publications |
1,826,577 |
94.1% |
0.5% |
63,433 |
396.1% |
0.1% |
3.5% |
| Finance/Insurance/Securities |
11,342,039 |
88.6% |
3.3% |
2,129,726 |
65.9% |
2.7% |
18.8% |
| Distribution/Retailing |
19,415,298 |
86.1% |
5.6% |
246,443 |
87.5% |
0.3% |
1.3% |
| Real Estate/Construction |
2,907,311 |
99.2% |
0.8% |
23,210 |
52.8% |
0.0% |
0.8% |
| Tourism/Leisure |
22,403,641 |
88.6% |
6.4% |
2,830,238 |
80.2% |
3.6% |
12.6% |
| Sundries (Public Office, Education, Mail Order, Communications, etc.) |
55,310,147 |
87.0% |
15.9% |
1,983,416 |
85.5% |
2.5% |
3.6% |
| Corporate/Service/Event PR |
25,638,983 |
89.9% |
7.4% |
1,591,406 |
79.7% |
2.0% |
6.2% |
| Total |
347,657,505 |
90.3% |
100.0% |
79,298,102 |
89.3% |
100.0% |
22.8% |
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| Note 1: |
The figures listed under "total magazine advertising" and "magazine advertising for imported products" were calculated by multiplying the total number of pages of independent ads and tie-up ads by a fixed price. |
| Note 2: |
"Share" indicates the share of corresponding categories relative to all categories. |
| Note 3: |
Share of ads for imported products = Imported ads total / Total magazine ads |
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| Table 2: |
Top 9 Industrial Categories in Terms of Share of Total Spending on Magazine Advertising for Imported Products in 2008 |
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Table 3: Top 20 Magazine Advertisers for Imported products 2008
Ranking in ads
for imported products |
Ranking in magazine ads |
Name of Advertisers |
Ad fees |
| 1（1） |
3（3） |
Chanel |
3,727,594 |
| 2（2） |
7（13） |
Parfums Christian Dior |
2,294,339 |
| 3（3） |
14（15） |
Louis Vuitton Japan |
1,677,475 |
| 4（8） |
18（28） |
Giorgio Armani |
1,313,297 |
| 5（11） |
19（32） |
Estee Lauder |
1,310,929 |
| 6（4） |
20（22） |
Max Factor (P&G Group) |
1,300,343 |
| 7（10） |
24（30） |
Cartier Japan (Richemont Group) |
1,263,535 |
| 8（13） |
25（36） |
Clinique Laboratories |
1,254,522 |
| 9（9） |
26（29） |
Gucci Japan |
1,251,742 |
| 10（12） |
27（35） |
Lancome |
1,201,520 |
| 11（5） |
31（24） |
Johnson & Johnson |
1,101,461 |
| 12（14） |
32（40） |
Tiffany & Co. |
1,077,160 |
| 13（6） |
33（25） |
Microsoft |
1,021,395 |
| 14（7） |
34（26） |
Richemont Japan |
1,007,434 |
| 15（18） |
39（45） |
Dell Computer |
990,872 |
| 16（24） |
44（64） |
Taylor Made Golf |
880,386 |
| 17（19） |
48（48） |
Bluebell Japan |
836,019 |
| 18（20） |
52（52） |
LVMH WATCH & JEWELRY |
796,487 |
| 19（31） |
53（83） |
Platinum Guild International |
792,050 |
| 20（25） |
56（65） |
Christian Dior |
776,929 |
| (Figures in parentheses represent 2007 ranking) |
Top 20 Total |
25,875,489 |
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| References: "2008 Statistics on Magazine Advertising for imported Products" by MRS Ad Research, Inc. (Ad expenditures were calculated by multiplying the total number of advertising pages on card rate basis.) |
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