The Nikkei Magazine will be published on the third Sunday of each month, with a heavy emphasis on design and photography, in what is seen as an attempt to diversify the financial paper's advertising base from its mainstay of B2B ads.
"It's the first time that a daily national newspaper publishes a magazine-type supplement, so we do not have competition for readers," said Yasuaki Yamada, editor-in-chief of The Nikkei Magazine.
"For advertisers, Vogue Nippon, GQ Japan and other fashion magazines should be competitors."
The new publication, designed by Tztom Toda, is divided into three sections: regular columns, such as photo news and trend information; longer features on culture and current affairs; and lifestyle pages with sections on food, fashion, travel and entertainment.
Media agencies said it was less likely that other dailies, which have higher circulations than The Nikkei, would follow suit because of the high cost of printing in Japan, which up till now has kept a lid on the market for supplements. See p23.
Nikkei raises bar with Japan's first mag supplement
Nihon Keizai Shimbun, or The Nikkei, will become Japan's first daily newspaper to publish a magazine supplement, The Nikkei Magazine, later this month.
