the japan times online · pages average monthly page impressions total site 8.3 million all story...

The Japan Times OnlineAdvertising rates for Jan.-March 2009

Digital Media DivisionOnline Ad Sales [email protected]

mailto:[email protected]

mailto:[email protected]

CONTENTS

The Worldʼs Window on Japan

The Japan Times ONLINE

Site reach/visitor demographics ......... pp 3-9

Top page ad rates .............................. pp 10-14

Non-top page ad rates ....................... pp 15-18

Ads in daily news e-mail .................... p 19

Ad specs/regulations .......................... pp 20-22

The power of advertising with The Japan Times Online

Page impressions



Site page Page URLAverage monthly page impressions

Top page www.japantimes.co.jp 1.3 million

News top page www.japantimes.co.jp/news.html 140,000

Opinion top page www.japantimes.co.jp/opinion.html 50,000

Life in Japan top page www.japantimes.co.jp/life.html 130,000

Entertainment top page www.japantimes.co.jp/entertainment.html 60,000

Sports top page www.japantimes.co.jp/sports.html 100,000

Pages Average monthly page impressionsTotal site 8.3 million

All story pages 2.5 million

Loyal user base

• Daily headlines e-mail subscribers: 22,000• RSS feed subscribers: 9,000

• Registered members: 85,000

Data compiled October 2008• Average unique users: 700,000

http://www.japantimes.co.jp/opinion.html


http://www.japantimes.co.jp










The power of advertising with The Japan Times Online

Our reach



JTO ranks high according to keyword searches on major search sites

Data compiled Jan. 2008

Yahoo.comSearch terms Site rank Page URL

Japan news features 1 www.japantimes.co.jp/news.html

Japan opinion 2 www.japantimes.co.jp/opinion.html

Japan breaking news 2 www.japantimes.co.jp/news.html

Google.comSearch terms Site rank Page URL

Japan news 3 www.japantimes.co.jp

Japan news features 1 www.japantimes.co.jp

Japan sports 3 www.japantimes.co.jp/sports.html

Number of blogs linking to Japan Times, according to Technorati.jp: 28,324

Inbound links

Number of entries on Wikipedia: 627













5

Female30%

Male70%

Male Female

Gender

11%

Fifties16%

Forties18%

Thirties26%

Twenties23%

5%

Teens TwentiesThirties FortiesFifties Above 60

Age



Demographic breakdown of JTO users

Data compiled from 1,000 users in March 2007 survey

6

7%9%15%

26%

29%

15%

No income Under 5 million4.5-10 million 11-15 million16-30 million +30 million

Average annual income

20%

12%

10%4%3%

31%

12%8%

Director Manager Salaried staffHousewife/husband Part-timer RetiredStudent Other

Professional status





7

6%5%9%

40%

40%

Education

5%8% 10%

30%46%

Daily Several times a weekSeveral times a month Only when doing researchRarely

Frequency of visits to JTO





Graduate school University2-year college Vocational schoolHigh school

8

Other14%

Japanese32%

English54%

English Japanese Other

Browser languageof visitors to JTO




From data compiled from web analytics, Aug. 2007-Jan. 2008

13%2%3%

3%4%

United States33%Japan

42%

Japan United States CanadaU.K. Australia GermanyOther

Visitor geo-location

9

Didn’t travel abroad20%

More than 69%

3-5 trips19%

1-2 trips51%

1-2 trips 3-5 tripsMore than 6 Didn’t travel abroad

Travels abroad in past year




Travel destinations

Didn’t travel15%

Europe17%

Americas28%Asia

39%

Asia AmericasEurope Didn’t travel


Display ads

Text ads

T-1 text ad (1 line)T-2 text ad (2 lines)T-3 text ad (2 lines)T-4 text ad (2 lines) (Japan Info Guide)

A-0: top impact* (640 x 480 px)

A-1: super banner (728 x 90 px)

A-2: top rectangle (300 x 250 px)

A-3: top tile (125 x 125 px)

A-4: top panel (182 x 60 px)

A-5: top brand panel (300 x 55 px)

A-7: top footer banner (300 x 55 px)*See page 15 for top impact info

Top page: Category A & T types and positions

Display unit Quantity Rate Estimatedimpressions

CPM (¥)(cost per

impression)

A-0: top impact (new) 1 ¥500,000 200,000* 2.50

A-1: super banner 1 ¥480,000 400,000 1.20

A-2: top rectangle 1 ¥480,000 400,000 1.20

A-3: top tile 2 ¥250,000 400,000 0.62

A-4: brand panel 1 ¥280,000 400,000 0.70

A-5: top brand panel 1 ¥300,000 400,000 0.75

A-6: top small panel 2 ¥250,000 400,000 0.62

A-7: top footer banner (new) 1 ¥200,000 400,000 0.50

Category A ad rate chart

Display period : 2 weeks



Top page; URL: www.japantimes.co.jp

See pages 10, 14 for page positionsTop impact impressions are guaranteed

http://www.japantimes.co.jp/life.html


Display unit Quantity RateEstimated

impressionsCPM (¥)

(cost per impression)

T-1 header30 characters, 1line

1 ¥280,000 400,000 0.70

T-2 center40 characters per line 2 lines

1 ¥280,000 400,000 0.70

T-3 top40 characters per line 2 lines

1 ¥200,000 400,000 0.50




Top page; URL: www.japantimes.co.jp

See page 10 for page positions

Category T ad rate chart



Targeting foreign tourists and foreigners living in Japan, this guide is designed to provide useful links to English-language sites related to living in Japan.



Japan Info Guide

Category 2 weeks CPM

T-4 (top page)T-5 (all non-top pages)

200,000 yen

Headline: 35 characters (including spaces)Underline: 40 characters (including spaces)

Category T ad rate chart




A-0: Impact adDisplay ads

If you’re looking for a strong branding strategy with a wide reach, the Impact Ad is highly recommended.

The Impact Ad, which monopolizes maximum screen space, is displayed for up to 7 seconds before the user is redirected to the front page.

Size: 640 x 480 px

File size: 50KB

File format: Flash (replacement GIF file required)

Frequency: 1 time per 48 hours

TextText

Production note: The creative must contain a 1 px black border, and this must be included in the total creative size.

B-1, C-1: super banner (728 x 90 px)

B-2, C-2: rectangle (300 x 250 px)

B-3, C-3: tiles (125 x 125 px)

B-5, C-5: brand panel (300 x 55 px)

B-6, C-6: small banner (300 x 60 px)

B-7, C-7: top footer (300 x 60 px)



Category B, C and T types and positions

Display ads

Text ads

TE-1, TE-2: One-line text

T-5: Japan Info Guide

Displayed on all pages excluding top page

Top category page legend/contents

B: News/Opinion top pages (total: 2 pages) plus

category story pages

C: Life in Japan, Entertainment, Sports top pages

(total: 30 pages) plus story pages


impressionsCPM (¥)


B-1: super banner 1 ¥450,000 450,000 1.00

B-2: rectangle 1 ¥450,000 450,000 1.00

B-3: tile 2 ¥250,000 450,000 0.55

B-4: brand panel 1 ¥280,000 450,000 0.62

B-6: small panel 2 ¥200,000 450,000 0.44

B-7: footer banner 1 ¥180,000 450,000 0.40

Display period: 2 weeks



Category B ad rate chart

URLs: www.japantimes.co.jp/news.html; /www.japantimes.co.jp/opinion.html plus all news/opinion story pages




http://www.japantimes.co.jp/opinon.mal

http://www.japantimes.co.jp/opinon.mal

Display unit Quantity Rate Estimatedimpressions

CPM (¥)(cost per

impression)

C-1: super banner 1 ¥250,000 250,000 1.00

C-2: rectangle 1 ¥250,000 250,000 1.00

C-3: tile 2 ¥150,000 250,000 0.60

C-4: brand panel 1 ¥180,000 250,000 0.72

C-6: small panel 2 ¥100,000 250,000 0.40

C-7: top footer banner 1 ¥100,000 250,000 0.40

Display period: 2 weeks



Category C ad rate chart

All top feature/sports pages (Travel, Food, Film, Entertainment, etc.), plus all feature/sports story pages



impressionsCPM (¥)


TE-1 header 1 ¥300,000 700,000 0.42

TE-2 header 1 ¥300,000 700,000 0.42

T-4 Japan Info Guide 10 ¥200,000 400,000 0.50

T-5 Japan Info Guide 10 ¥200,000 700,000 0.28




Category T (text) rate chart

All pages (category top pages + all story pages), excluding top page

See pages 15 for page positions

Ad placement in The Japan Times Online’s E-Mail News Service (headlines and links to the day’s stories, transmitted daily to app. 22,000 recipients)Rate: ¥70,000 per daily issueSpec: 70 characters, 5 lines (+ 1 line for URL)



19Ads in the daily E-mail news

20 Code Display unit Dimensions File-size limit Looping limit Format

(A-1, B-1,C-1) Super banner 728 x 90 px20 KB (standard)

40 KB (rich media)

2 times (Flash, within 15 seconds)

GIF/JPG/Flash

(A-2, B-2,C-2) Top rectangle 300 x 250 px20 KB (standard)

40 KB (rich media)


GIF/JPG/Flash

(A-3, B-3, C3) Tile 125 x 125 px 20 KB2 times,

15 secondsGIF/JPG

(A-4) Top panel 182 x 60 px 20 KB2 times,

15 secondsGIF/JPG

(A-5, B-5, C-5) Brand panel 300 x 55 px 20 KB No looping GIF/JPG

(A-6, B-6, C-6) Small panel 300 x 55 px 20 KB2 times,

15 secondsGIF/JPG

(A-7, B-7, C-7) Footer banner 728 x 90 px20 KB (standard)

40 KB (rich media)


GIF/JPG/Flash



Display unit specs/regulations

21

Code Display unit Dimensions

T-1, TE-1, TE-2 Header text 30 characters,1 line

T-2, T-3 Top/center text 40 characters per line, 2 lines

T-4, T-5 Japan Info GuideHead: 35 characters, 1 line

Underline: 40 characters, 1 line



Text display unit specs/regulations

22

Online advertising provisions

Creative requirements

• Standard display units must be received at least 5 business days prior to the campaign start date. Rich Media creatives must be received at least 10 business days in advance.

Ad placement time

• Ad display periods can only begin on weekdays.

• Placement of ads is done only once in a two-week period, and only on weekdays.

• The first day of the display period starts at noon. Please allow us until 12 a.m. of the same day to confirm the proper display. The Japan Times cannot be held responsible for any display problems within this period. At the end of the display period, the ad will be removed at 11:59 a.m.

Liability

• In the case of a natural disaster or maintenance trouble with DoubleClick’s ad servers or our servers, The Japan Times Online will not be held liable for any loss of ad impressions.

Reporting

• E-mail reports will be sent out within one week after the completion of the display period.

Right of refusal

• The Japan Times reserves the right to refuse any advertisement.

• If a rival company requests an ad to be displayed during the same period of a competitor’s ad, The Japan Times Online will decide whether the rival ad can be displayed or not.

Display environment

• Please understand that The Japan Online cannot be held responsible if an ad cannot be displayed due to a firewall, security software or users’ browser preferences.



23• The Japan Times Online accepts Flash 5 or above.

• The following must accompany each Flash creative: (1) SWF File (2) FLA File (3) Backup GIF (for users who are unable to see the Flash creative) * Please do not embed the URL inside the Flash creative.

• The following clickTag code must be used to allow Doubleclick to track the number of clicks. Please place invisible buttons on the topmost layer of the file and include the following ActionScript:

on(release){ if((clicktag.substr(0,5)==“http:”) or (clicktag.substr(0,6)==“https:”)){ getURL( clicktag,”_blank”); }

}• Other requirements: The animation of the ads must be kept within 15 seconds.

Notes • The Flash frame rate must be less than 16 frames per second. 12 frames per second is ideal. • We cannot display ads with script errors• We refuse ads that call external files or programs (e.g.: LoadMovie() Load Variable() LoadVars(); FSCommand XMLSocket). In certain cases, we may request the original file.

Specs for Flash-based ads



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