JAPAN: Free Publication Will Promote Business for Seniors

TOKYO (The Nikkei Weekly), June 19, 2006: The business of free publications is growing. Known mostly as a vehicle for classified ads, catalog shopping and restaurant coupons, free media was never more than glorified advertisement space. Lately, however, they are beginning to resemble magazines; they are more stylish and focus on target readers. Now magazine publishers are targetting the market of seniors. The first journal distributed free to seniors comes from the Life Entertainment Co. for seniors who wish to promote their own projects. With an initial print order of 300,000 copies, this magazine is available at newsstands and restaurants frequented by seniors. Tatsuya Moriwaki‚ Managing Director, is confident that 5L will cover all subjects of interest to seniors. In collaboration with Columbia Music Entertainment‚ the magazine plans to produce music compositions for seniors. Already at this early stage, the publishers are also looking to launch their own range of designer clothing under their own brand. Copyright 2005-2006 Nihon Keizai Shimbun, Inc. All rights reserved.