[Web Column 5] Specify the target audience and pursue a resonant way of communication.

Towards the era of "new normal" and "diversity"

In corporate activities, responding to changes in the times is essential, but sometimes there is a perception that "old (previous) things and ideas are bad, and new things and ways of thinking are good." According to the results of the "Specific Service Industry Dynamics Statistics Survey" recently announced by the Ministry of Economy, Trade and Industry, the sales figures for the entire advertising industry in Japan for January 2021 showed a decline for newspapers, magazines, television, and radio, while internet advertising saw an increase. The largest decline was observed in magazines. This result is often interpreted as "existing four major media are old and therefore bad; it is indeed the era of internet advertising." However, depending on the target audience, their circumstances, and the content to be conveyed, there are times when it is difficult to communicate effectively through internet advertising. *Source: Ministry of Economy, Trade and Industry "Specific Service Industry Dynamics Statistics Survey" https://www.meti.go.jp/statistics/tyo/tokusabido/result-2.html *For more details on the column, please refer to the related link. For further inquiries, feel free to contact us.

others