Viewpoint: Leader - Nikkei gamble may pay off for market

Nikkei's decision to bring Japan's first newspaper supplement to market makes eminent sense. Its Nihon Keizai Shimbun title is often touted as the world's largest-selling business daily; it shifts over three million copies of its morning edition each day, and is comfortably regarded as the country's leading choice for financial news. An upmarket, affluent audience is likely to welcome the The Nikkei Magazine, which will focus its attention on luxury advertisers. The aspirational nature of Japanese consumers is a key factor, and the positioning of the supplement as an 'exclusive' club for consumers of high-end luxury lifestyle and fashion brands is likely to prove of critical importance.