The Manic World of New Year's Newspaper Advertising 2026
The highlight of New Year's newspapers is publishing advertisements! It is a time when various publishers spend money like never before to showcase corporate messages and their top-recommended products. There is a unique pleasure in comparing luxurious advertising creatives that you don't usually see and sensing the trends of each year.
What kind of landscape unfolded for the New Year of 2026?
Please check the visuals for each newspaper on each day via the table of contents links posted below.
The final Daily Sports is a must-see.
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Welcome to the Manic World of New Year's Newspaper Advertising
Highlights of this year
1) Kodansha's full 15-column ad is wonderful!
It is interesting how each company puts effort into sending messages through New Year's newspaper ads, but among them, the advertising creatives of Shueisha, Shogakukan, and Kodansha, which deploy full 15-column ads, are the main attractions.
Kodansha, one of those players, had disappeared from New Year's Day ads last year, which made me feel lonely, but happily, they returned this year.
Moreover, the key message was not about their own brand or products, but rather, "Let's go to the bookstore." No one would get angry and say, "What are you talking about, that's outrageous!" at being told that. Rather, one might feel a sense of affection, thinking, "As expected of a leading company," for Kodansha's stance of representing the entire industry. It must be a delight for bookstores, which are important sales channels, and for the sales staff who face the bookstores. I think it is a masterful, grand-scale performance that only a major player could pull off, as it wouldn't have the same impact if a small publisher did it. The exposure is also thorough, with full 15-column ads in the Nikkei, Asahi, and Yomiuri, and a 5-column ad in the Tokyo Shimbun. Furthermore, they provided generous coverage with a half-5-column ad in the Sankei on the 4th.
Shueisha had different designs for the Yomiuri Shimbun and Sankei Shimbun with the catchphrase, "100 years? We're still just youngsters."
Regarding anniversaries, Gakken is celebrating its 80th. The content informs readers about their wide range of business developments, including elderly housing and dementia group homes.
On the other hand, it is sad that Shogakukan's full 15-column ad, which featured attractive advertising for their 100th anniversary last year, was not seen in the New Year's Day newspapers. I look forward to their return next year.
2) Shrinkage of newspaper media
Tochu (Tokyo Chunichi Sports), which used to carry many book advertisements, has disappeared in Tokyo. Yukan Fuji has also disappeared.
Subtle changes are also appearing in the number of pages of each newspaper on the 1st, excluding separate sections.
The following is a comparison with last year.
Nihon Keizai Shimbun 48→44
Nikkei MJ ?→16
Asahi Shimbun 36→36
Yomiuri Shimbun 40→40
Mainichi Shimbun 32→32
Tokyo Shimbun 30→28(No separate section)
Chiba Nippo 24→24
Nikkan Sports 30→32
Sponichi 32→32
Sports Hochi 32→32
Sanspo 28→
Daily Sports 26→24
Tospo ?→28
Nikkan Gendai ?→44
The Nihon Keizai Shimbun has also reduced book advertisements for its own group from the paper on the 1st, making one wonder about their thinking regarding the cost-effectiveness of newspaper advertising.
3) I didn't understand Shinchosha's catchphrase
A vivid green visual with the catchphrase, "Literature is evergreen." I was drawn to it, feeling that it captured the winds of the era, and it caught my eye. I thought it might be playing on both timeless universality and eco-friendliness. If they are going to be that sensitive to the sense of the era, I thought it would be interesting if they made a statement like, "We are changing the body paper of Shincho Bunko to one with lower CO2 emissions."
However, I could not find any explanation beyond the fact that the spine color of Shinichi Hoshi's Shincho Bunko happens to be green. I apologize for jumping to conclusions and then being disappointed on my own.
Additionally, on the 9th, news broke about a "new listing on the TSE Standard Market." It would be interesting if the fame they have built up through large-scale New Year's Day advertisements every year has also worked effectively as a listing strategy.
My update was delayed because I returned to Kyushu for my 60th birthday reunion from the 2nd. Also, I have not been able to obtain the 3rd-day editions for some sports newspapers.
On the 3rd, the front pages of all general newspapers were about the American attack on the Venezuelan capital. It has been a turbulent start to the year.
Regarding advertisements, the 90th anniversary of Kaisei-sha, published in the Asahi Shimbun, caught my eye. It was also in the Mainichi Shimbun on the 4th. Congratulations.
The Marie Claire ad on the 4th was above the 'sanyatsu' (three-column ad), and even though the space was small, it had a presence in color.
As of now, I have only checked the Nikkei and Asahi for the 5th, but I was surprised that Pia was running full 15-column color ads in both papers. I wonder if it is linked to some other promotion.
Other advertisements that caught my attention, besides those from publishers, are summarized at the end of the text along with my thoughts.
January 1st (Thursday)
Nihon Keizai Shimbun
Page 1 Iwanami Shoten, Misuzu Shobo, University of Tokyo Press, Chuo Keizai-sha, Nihon Hyoron Sha, Asakura Publishing, Tokyo Kagaku Dojin, Hakuto Shobo
Page 2 Bungeishunju
Page 3 Asunaro Shobo
Page 4 Shueisha (Magazine) (Total 15)
Page 18 Kodansha
Page 28 Nikkei BP (Alternative Investment)
Page 43 Nikkei Advertising Research Institute (Survey Report on Consumer Information Behavior)
Part 2 Page 1 Kanki Publishing
Part 2 Page 2 Taishukan Shoten, Gakubunsha, Shojihomu, Kokusho Kankokai, Kanki Publishing, Jitsumu Kyoiku Shuppan, Bunshindo, Seibido Shuppan
Part 2 Page 3 Cross Media Publishing
Part 2 Page 5 22nd Century Art
Part 2 Page 10 Bunkyosha
Nikkei MJ
Page 1 Nikkei National Geographic (Total 3)
Page 5 Nikkei BP
Asahi Shimbun
Page 1 Sanyatsu
Yuhikaku, University of Tokyo Press, Misuzu Shobo, Asakura Publishing, Kazama Shobo, Kaisei-sha, Seidosha, Kenkyusha
Page 2 Shinchosha
Page 3 Bungeishunju
Page 4 Taishukan Shoten
Page 5 Iwanami Shoten (Total 15)
Page 6 Shueisha (Total 15)
Page 7 Kobunsha
Page 8 Kodansha (Total 15)
Page 9 Sanseido Bookstore (Total 5)
Part 2 Page 16 Kinnohoshi-sha
Part 2 Page 9 22nd Century Art
Part 3
Page 3 Seikyo Shimbun
Yomiuri Shimbun
Page 1 Iwanami Shoten, Asakura Publishing, Hara Shobo, Kokusho Kankokai, Seidosha, Misuzu Shobo, Ebisu Kosho Shuppan, Kenkyusha
Page 2 Bungeishunju
Page 3 Chuokoron-Shinsha
Page 4 PHP Institute
Page 5 Shueisha (Total 15)
Page 6 Kodansha (Total 15)
Page 7 Seikyo Shimbun
Page 13 TO Books (Total 15)
Mainichi Shimbun
Page 1 Sanyatsu
Iwanami Shoten, Misuzu Shobo, Yamakawa Shuppansha, Asakura Publishing, Seidosha, Gendaishokan, Tsukiji Shokan, Futabasha
Page 2 Shinchosha
Page 3 Bungeishunju
Page 4 Shueisha (Full 15-column)
Page 5 Sanseido
Page 6 Kodansha (Full 15)
Page 7 Chikuma Shobo
Page 8 Gakken (Full 15)
Page 9 Kokusho Kankokai
Page 10 Koyo-kan
Page 14 Bungeisha (Junin Toiro Grand Prize)
Sports Supplement
Page 3 Seikyo Shimbun
Sankei Shimbun
Page 2 Shinchosha
Page 3 Bungeishunju
Page 4 Shueisha (Full 15-column)
Page 5 WAC
Page 6 Asuka Shinsha (Hanada)
Page 8 Futabasha
Page 9 Tokuma Shoten
Page 10 University of Tokyo Press, Moralogy Moral Education Foundation, Bungeisha, Futabasha, Tokuma Shoten, Chuokoron-Shinsha, Kokusho Kankokai, TJJ/Tachibana Publishing, Yoshikawa Kobunkan, Kosei Publishing, Sanseido Bookstore/Soeisha, Jiyu Kokumin Sha, Mirai Publishing, Midori Shobo, Kinseisha, WAC Publishing
Tokyo Shimbun
Page 1 Sanyatsu (1/8 page ad)
Iwanami Shoten, Toyo Keizai Inc., Asahi Shimbun Publications, Tsukiji Shokan, Chichi Publishing, Diamond Inc., Gakken, Shobunsha
Page 2 Shinchosha (Full page x 5)
Page 3 Futabasha, Kodansha (Half page x 5 x 2)
Page 4 Asunaro Shobo
Page 26 Chunichi Shimbun Co., Ltd. (Full 1-column)
Chiba Nippo
Page 1 Sanyatsu (1/8 page ad)
Toyo Keizai Inc., Asahi Shimbun Publications, Seishun Publishing, Tsukiji Shokan, Chichi Publishing, Diamond Inc., Gakken, Shobunsha
Page 2 Heart Publishing
Page 3 Nishimura Shoten
Nikkan Sports
Page 1 Magazine House (TARZAN) (Full 3-column color)
Page 2 Ichimannendo Publishing
Page 3 Futabasha
Sports Nippon
None
Sports Hochi
Page 1 Magazine House (TARZAN) (Full 3-column color)
Sankei Sports
Page 1 Magazine House (TARZAN) (Full 3 Color)
Page 6 Tokyo Shimbun Publishing (Full 3)
Daily Sports
None
Tokyo Sports
None
Nikkan Gendai
None
January 3rd (Sat)
Nihon Keizai Shimbun
Page 1 Sanyatsu
Yuhikaku, Dobunkan Shuppan, Yoshikawa Kobunkan, Yamakawa Shuppansha, Kobundo, Kokusho Kankokai, Tsukiji Shokan, Futabasha
Page 2
Asuka Publishing
Page 3
Gentosha
Page 23
Nikkei BP Nikkei Publishing (Half 2), Nikkei Advertising Research Institute (Half 2)
Asahi Shimbun
Page 1 Sanyatsu
Yoshikawa Kobunkan, Tokyo Kagaku Dojin, Minerva Shobo, Akashi Shoten, Benseisha, Gentosha, Medic Media, Kokusho Kankokai
Page 2
Tokyo Sogensha (Half 5), Asahi Shimbun Publications (Half 5)
Page 3
Ascom
Page 4
Asahi Shimbun Publications (Half 5), Newton Press (Half 5)
Page 5
Kaiseisha
Yomiuri Shimbun
Page 1 Sanyatsu
Yuhikaku, Mitsumura Suiko Shoin, Yoshikawa Kobunkan, Medic Media, Bijutsu Shuppan-Sha, Suiseisha, Hakuyosha, Kaiseisha
Page 2
Kobunsha (Kobunsha Bunko)
Page 3
Bungeishunju (Bunshun Bunko)
Page 4
One Publishing (Half 5), The Yomiuri Shimbun (Half 5)
Mainichi Shimbun
Page 1
Yuhikaku, Suiseisha, Mainichi Shimbun Publishing, Tenbosha, Mainichi Ones, Medic Media, Fufusha, Futami Shobo
Page 2
Asunaro Shobo
Page 3
Sangokan Shinsha
Sankei Shimbun
Page 2
Ushio Shobo Kojin Shinsha (Half 5), Sankei Shimbun Publishing (Half 5)
Page 3
Keibunsha, Kodansha
Tokyo Shimbun
Page 1 Sanyatsu
Asakura Publishing, Teikoku-Shoin, Shimokagesha, Daiwa Shobo, Nikkan Gendai, Chido Shobo, Iwahashi Bijutsu, Futami Shobo
Page 2
Toko Ai Kikaku
Kokusho Kankokai, Daiwa Shobo, Ichimannen Shuppan, Shisosha, Seibido Shuppan
Page 3
Sangokan Shinsha
Chiba Nippo
None
Nikkan Sports
Page 1
Cosmo 21 (Full-page 3)
Sports Nippon
Unsurveyed
Sports Hochi
Unsurveyed
Sankei Sports
Page 9
Sankei Shimbun
Daily Sports
None
Tokyo Sports
None
January 4th (Sun)
Nihon Keizai Shimbun
Page 1
Project Design Graduate University (Full-page 3)
Page 2
Gentosha
Page 3
Ichimannendo Publishing
Page 5
Nikkei Inc. (Full-page 2)
Page 27
Nikkei BP Nihon Keizai Shimbun (Half-page 2)
Page 28
JTB Publishing (Nodule)
Asahi Shimbun
Page 1
San-yatsu (1/8 page)
Taishukan Shoten, Suiseisha, Chikuma Shobo, Hakushusha, Teikoku Shoin, Ozawa Mukashibanashi Kenkyujo, Shishisha, Jiyu Kokuminsha
Page 2
Ichimannendo Publishing
Page 3
Asahi Shimbun Publications
Page 4
JTB Publishing (Nodule)
Yomiuri Shimbun
Page 1
1/3 x 2 columns
Marie Claire
San-yotsu (1/4 page)
Ohmsha, Sogensha, Takarajimasha, Nikkan Gendai
Page 2
Tokyo Sogensha (half of 1/5), Shisosha (half of 1/5)
Page 3
Heart Publishing
Page 4
Bunkyosha
Page 11
JTB Publishing (Nodule)
Mainichi Shimbun
Page 1 San-yatsu (1/8 page)
Taishukan Shoten, Mainichi Shimbun Publishing, Bungeisha, Zenryokusha, Mainichi Shimbun Publishing, Taiyo Shuppan, Jitsumu Kyoiku Shuppan, Kaiseisha
Page 2
Futabasha (half of 1/5), Keibunsha (half of 1/5)
Page 3
Kaiseisha
Page 26
Mainichi Shimbun
1/8 x 2 columns
Sankei Shimbun
Page 2
Bunkyosha
Page 3
Cosmo 21
Page 5
Daisan Bunmei (Half 5)
Page 12
Sankei Shimbun Kaihatsu
Tokyo Shimbun
Page 1
Heibonsha (Half 3 Color), Akita Shoten (Half 3 Color)
Page 2
Mainichi Shimbun Publishing
Page 3
Asuka Shinsha
Chiba Nippo
Page 2
Daisan Bunmei (Half 5), Hakushusha (Half 5)
Page 8
Chiba Nippo (Full 3)
Nikkan Sports
Page 21
Diebooks (Full 3 Color)
Sports Nippon
None
Sports Hochi
Page 14
Sports Hochi
Page 26
Nihon Journal Publishing (Half 5)
Sankei Sports
Page 17
Sankei Shimbun (Weekly Gallop) 1/8 x 2
Daily Sports
None
January 5 (Mon)
Nihon Keizai Shimbun
Page 1 Sanyatsu
Nihon Kinyu Tsushin-sha, Rhinos Publications, Midori Shobo, Sendenkaigi, Nikkei BP, Nikkei Publishing, LUX WAVE
Page 2
Toyo Keizai Inc.
Page 3
Everest Publishing (Half-5), Asa Publishing (Half-5)
Page 5
Nikkei BP (Half-5), Bunkyosha (Half-5)
Page 15
Nikkei BP, Nihon Keizai Shimbun (Full-1)
Page 20
Pia (Full-15 Color)
Page 35
Nikkei BP, Nihon Keizai Shimbun (Half-3)
Asahi Shimbun
Page 1 Sanyatsu
Keiso Shobo, Sogensha, Chikuma Shobo, Sobunsha, Gentosha, Basilico, Kanki Publishing
Pages 2, 3
Bungeishunju (Bunshun Bunko)
Page 4
Sentaku
Page 6
Kodansha (Shukan Gendai)
Page 8
Pia
Page 9
Shogakukan (Shukan Post)
Pages 16, 17
Halmek
5th (Mon) Evening Edition
Nihon Keizai Shimbun
Page 1
Nikkei BP Nihon Keizai Shimbun (Total 3)
Page 12
Halmek
Asahi Shimbun
None
Other ads that caught my attention
Among the ads on the 1st, perhaps because I'm turning 60, the 60th anniversary of 'Shoten' caught my eye.
Following that, there were also teaser ads for the Jidaigeki Channel and the movie 'Kobikicho no Adauchi'.
The ad that cost the most in the paper on the 1st was for the Toyota Century. It was a full 15-column double-page color spread in the Nikkei, Asahi, Yomiuri, Mainichi, and Sankei. It was also a full 15-column single page in the Tokyo Shimbun.
The ad that caught my eye on the 3rd was for the taxi app GO. It felt just like the Yamato Transport 'Takkyubin' ads from a while back. It conveyed at a glance that it's not just a service for urban areas.
Wako's clock tower and pigeon might seem like a cliché combination, but the fact that they can pull it off is their strength. I wonder why it was only in the Mainichi.
What caught my attention was the corporate ad for the convenience store 'Three F'. It was for recruitment and franchise solicitation. New Year's is a time when people think about their lives. I hear many people decide to get married or change jobs during this time. Moreover, those retiring in March are likely concerned about their future prospects. Thinking about it that way, the first three days of the year, when people have time to read the newspaper slowly, seem like the perfect timing.
Thinking about it that way, the corporate ads from Mitsui & Co. that show people's faces started to look like they might be related to the way Japan's work style is changing with higher labor mobility.
Another thing I felt about the ads on the 2nd was a sense of familiarity with the companies.
Thank you, Sapporo Beer, for always sponsoring the Hakone Ekiden.
I felt a sense of goodwill toward Ensuiko Sugar Refining Co., Ltd. for using Rutsuko Hayashiya in a full 15-column color ad.
The ad for the professional basketball team 'Altiri Chiba' in the Chiba Nippo on the 4th was so cool that I wondered how much of it really got across, but the fans must be happy.
On the 5th, the vivid contrast of blue and red for Nomura Securities' 100th anniversary had a real impact.
In a different sense from these ads, the Daily Sports on the 4th left a deep impression. The general concept is that for a newspaper company, advertising is about earning revenue in the form of ad fees in exchange for providing space in the paper, but it's impressive to see what can be done when the customer base is clearly defined. Even if it is the New Year, when people tend to loosen their purse strings.
I learned a lot.
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