Sophie Chen
Oct 31, 2013

Time Out Tokyo aims to strengthen brand with print edition

TOKYO – Time Out Tokyo has launched a print edition after four years of operation as a purely online publication in an effort to build the brand and extend content to new audiences in the Japanese market.

Quarterly print product to highlight distinct seasons
Quarterly print product to highlight distinct seasons

The free magazine, which will publish quarterly, predominantly targets tourists and expats. Its first issue will be available at more than 300 locations nationwide, including airports, train stations and hotels.

“Time Out is a well-known brand globally, but not so much in Japan,” A spokesperson from the publishing house told Campaign Asia-Pacific. “This launch is aimed to introduce Time Out to wider Japanese audiences.”

The first issue, with a theme of '50 Reasons Tokyo is the Greatest City in the World' released yesterday.

The print version, which is in a trial period, will pick out each season’s highlights, and part of content will be shared both online and in print, the spokesperson said.

Koji Watanabe, CEO of GroupM Japan, said that the success of the print magazine depends on the quality of contents as there are varieties of title selection in the market.

So far, the magazine has attracted a positive response from advertisers, especially among national brands and urban developers who are keen to promote each developer's area, according to the publishing house.

However, Watanabe pointed out that advertisers are gradually moving away from print to digital in Japan, but the change is not so eccentric compare to other Asian markets.

The magazine ad spend is about US$2,623 million in 2013, accounting 5.9 per cent of total media spend, and it will decrease 0.3 per cent in 2014, according to GroupM.

The advertising market in Japan is estimated to be US$75 billion for 2013, increasing 3.4 per cent from 2012, and it will likely grow 2.8 per cent in 2014, according to the statistics from Nikkei Advertising Research Institute, before the announcement of Tokyo Olympic win in September.

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.