Friday, February 06, 2004

The statistics of Shonen Jump... 

First, I want to apologize for taking so long to get to this. I should have just posted the link to begin with so people could draw their own conclusions, but I kept thinking I'd get right to it. Anyway, here is the pdf for Jump's Media Kit. This is pretty much the document which is used to convince potential advertisers that they should use Jump for their advertising. Of course, for them to be willing to put down money, they want information on demographics and circulation and more, so this document has a lot of good information in it.

You want highlights? We start off with some fun marketing generalizations:

Given the large-eyed characters that are unique to manga and the compelling plots - manga readers are meant to identify with the sympathetic manga hero (vs. American super-heroes who are portrayed as larger-than-life protectors.) Readers love the complex and deep storylines and become personally attached to their serialized adventures. Combine this innate draw with the best manga on the market – it is no wonder SHONEN JUMP offers one of the most dynamic environments for successful advertising to teens.

Next is an editorial calendar of what's coming up in the coming issues, which is pretty interesting, as well as descriptions of the titles and creators.

Next is a pretty interesting description of what they consider "core manga fans", by which I guess are the people most likely to be fans of manga. It describes what they like about it and what obstacles are keeping them from reading (like availability, pricing, and distinguishing one title from another). Their focus seems to be on the male teen market, which makes sense considering the content in Jump.

Next comes demographic figures:

Early reader research shows that SHONEN JUMP appeals to both core fans and those new to the genre creating an ideal mass market of passionate teen consumers:

M/F69% / 31%
Average Age16.5
Median Age15.4
% Aged 13+84%

Readership information reflects average of SJ issue surveys #1-6 compiled by NJW Research
*Audience and RPC copies are estimated based on issue survey responses

Following that is a breakdown of which gaming consoles the readers own and how much money a week is spent on stuff like entertainment, food, and hygiene products. Then is a list of favorite foods. Did you know that 91% of Jump readers drink soda, with Pepsi two percentage points above Coca Cola?

OK, what about circulation? Here is where most of the interesting info. for readers probably is (as a note, circulation is the word being used for actual sales to readers after returns). Apparently 2003 had a guaranteed circulation of 100,000. I'd guess that if an issue fell below that, they'd have to pay penalties to advertisers. For 2004, it has been raised to 150,000.

The average circulation of 2003 is given as: 174,125
Also, subscriptions counted for about 1/4 of sales compared to the newsstand.

Next is a cool pie chart showing the divisions within the "newsstand". 18% is Direct (Diamond, Viz's site, and re-orders), 30% is Specialty (various bookstores, game, and video shops), and 52% Wholesale (Wal-Mart, Walgreens, Target, Safeway, Albertson's, etc.).

That last part is really really interesting. Over half of the newsstand sales of Shonen Jump come from the Wholesale stores, more than the direct market and bookstores combined! When the subscriptions are taken into account, the DM accounts for 14% of Jump's magazine sales.

Following all of that is information on marketing opportunities with Jump and information on Viz itself and its partners. The sales information on Shueisha and Shogakukan are interesting:

Annual Sales of $1.3 billion
Magazines: Weekly Shonen Jump (3.2 million circ.), 15 other manga titles, and women’s magazines
Graphic Novels: Dragon Ball (120 million sold), Vol. 24 of One Piece (2.52 million copies 1st printing)
Other books include: novels, art books, children’s books and dictionaries

Annual Sales of $1.4 billion
Magazines: 66 titles; 13 for elementary school, 11 teaching manuals, 23 general magazines and 19 comic magazines (frequencies include monthlies, weeklies, bi-weekly and others)
Books: Over 6,000 titles, including children’s books, dictionaries, encyclopedias, history, folklore, geography, literature, art, education, medicine, photography, paperbacks and gardening

After that is some information on their strategies and commitment, with stuff like market research and ad campaigns. Then closing dates for ads, formatting ads for Jump, and a contact list.

All in all, a lot more information than you usually get to see, so it is very cool stuff. If I was an advertiser, I'd certainly want to buy some space after reading this thing. ;)

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