CIRCULATION AND READERSHIP DATA

Japan’s Leading Business Journal by Circulation

http://business.nikkeibp.co.jp/

Your One and Only Business

Magazine Choice in Japan

The “One NB Strategy” The “One NB Strategy—One Nikkei Business,” a vision focused on Nikkei Business, mobilizes the “Nikkei ID” system to integrate the unique characteristics of Nikkei Business Online and Nikkei Business Digital. Working through this strategy, Nikkei Business conveys scrupulously selected information not only to those in managerial positions, but also geared to the needs of young businesspersons, women and other reader genres. For example, Nikkei Business Online furnishes early reports of pinpointed news items, with Nikkei Business adding commentary, analysis and other embellishment positioned to underscore the essential content. After that, Nikkei Business Digital assists in searching out and tapping into related news stories.

— One Nikkei Business —

200,000 copies 2016 (January-June) ABC Circulation: 194,488 copies

Nikkei Business

Published weekly (Mondays) Annual subscriptions: ¥24,500 Per-copy price: ¥690

Supplying information as resources for anticipating the future to a readership some 200,000 persons strong, focused on top-ranked executives poised to support the development of Japanese society. As a source of intelligence contributing to effective corporate management decisions, Nikkei Business ranks as Japan’s top integrated economic and business management magazine measured by reader support.

Nikkei Business Digital

40,000 Copies Circulation: 37,755 copies As of June 2016

Digital equipment is marshaled to produce layouts of articles from the main Nikkei Business paper magazine. The targets are some 40,000 loyal users characterized by particularly high information-gathering volition, optimizing the contents for each viewing device.

Annual subscriptions: ¥22,000 Paper + digital edition packages: ¥27,400

Nikkei Business Basic Nikkei Business Basic delves into the details of particularly challenging terminology and news, seeking to deliver simple and essential commentary. Specific examples are infused to further enhance the caliber of knowledge, supporting readers in their efforts to discover enlightening new viewpoints useful in business, provide hints for the next action phases and other valuable insights.

Contents limited to Nikkei Business Digital subscribers

Nikkei Business Online

2.3 million Number of registered members as of November 2016

This service adopts a scheme of close teamwork with the contents of the main Nikkei Business magazine, thereby striking a solid balance between information quality and speed. Responding to the solid trust of its some 2.3 million registered subscribers, Nikkei Business ONLINE earns consistently stellar levels of satisfaction as a source of superbly reliable and instrumental management intelligence.

No cost registration system

Reader average age

Core readership:Decision makers within organization Reader Profile

51.6 years

Gender ratio (%)

Function at workplace (%)

Employer industry (%)

Position at employer (%)

Men

94.2 Women

5.8

Department manager &

above decision makers

43.7%

Survey name: Nikkei Business Reader Profile Survey 2016 Survey period: March 1-8, 2016 (N=1,056)

24.2

Sales

16.8

10.9 General affairs & accounting

10.2

Research & development

8.7

Manufacturing & production management

5.1

Information systems 4.6

Design 4.0

Human resources &

public relations 3.2

Materials & purchasing

2.6 Other 9.6

Planning,research & marketing

Management & general corporate

responsibilities

Manufacturing

33.9

Service 19.1

Other occupations

17.0

Student, unemployed, homemaker

12.1

Distribution 6.7

Financial 6.5

Construction, real estate

4.5

12.0 11.1 20.6

26.2

11.3

19.2

Chairman/ president level

Board member

Department manager/ assistant manager level

Section manager level

Subsection manager/ supervisor level

Other

Annual income (%)

Average annual income:

¥9,308,400

Total assets (%) Average asset value:

¥52,285,100

Advertisements

High interest in advertisements too

How closely do you read advertisements(%)

Glance over ads

83.7% Take specific actions after reading ads

Action after reading advertisements (%)

Over 20million yen

15-20million yen

10-15million yen

5-10million yen

Under 5million yen

3.1 4.6

22.2

41.7

17.0

2.5 5.9

31.4 30.7

7.0

Over 200 million yen

100-200 million yen

30-100 million yen

5-30 million yen

Under 5 million yen

Briefly read all ads

33.7 Only read ads of

interest

44.6

Very little 12.3

Hardly at all 4.0

Closely examine all ads

5.4

No response

Other

Become official account follower or “friend”

Discuss on SNS

Directly phone to request materials

Inquires by e-mail

Direct studies by related workplaces or employees

Order or purchase services

Keep for later study

Share with family and friends

Access the website

18.1 9.4

0.7 1.4 1.4 1.9

6.3 13.5 14.1

26.4 37.2

Other

At the workplace

At home on weekdays (upon return from work)

While commuting on trains, etc

At home on holidays

3.4

21.5

37.8 39.0

55.6

Loyalty

The majority of readers continue to subscribe over the years

Years currently subscribed (%)

Readers subscribing for over 10 years

52.5%

Multiple readership rate (%)

Place of delivery (%) The vast majority of readers receive or subscribe at home

Where read (%)

Readers other than subscriber

Spouses: 42.7% Coworkers: 33.9%

No response

11 readers +

6~10 readers

5 readers

4 readers

3 readers

2 readers

0.5

0.9

1.7

1.9

1.0

6.6 24.7

15.1 0.3

Home Workplace Other

15~30 years

26.2

10~14 years

22.1

5~9 years 22.8

3~4 years 10.5

1~2 years 6.4

Over 31 years (including inaugural issue)

4.2

Under 1 year 6.0

Don’t know 1.8

Web

In addition to the actual magazine, high frequency access for Web articles too

Interest in Nikkei Business Online (%)

Joint subscription With

Nikkei Business Online

65.3% Unaware of service

Read on exclusive application(tablet)

Read on exclusive application(smartphone)

Read on PC

12.9

3.5

4.5

15.1

About Nikkei Business Digital (%)

Application of Nikkei Business Online articles (%)

Other

Source of references at meetings, for internal materials

Reference for stocks, other investments

Collecting information for product or service purchases

Resource for devising new plans or projects

Source of detailed information

Basis for judgment as executive or manager

As topics at customers or in-house

For general knowledge

Personal work ideas or hints

0.6 13.1

15.2 17.3

21.3 21.9

30.6 39.5

61.0 63.4

Don’t read 32.3

Unaware of service 2.5

Read occasionally

39.6

Read 3 days or more weekly

25.7

Employment

Heavy readership at large companies with 1,000 or more employees

Scale of employer (%)

26.7

19.3 16.1

13.5 7.9

17.0

5,000

employees

or more

1,000–4,999

employees

300–999

employees

100–299

employees

30–99

employees

Less than 30

employees

1,000 employees or more Publicly traded employers

TSE First Section 31.9 TSE Second Section 1.0 Local market listing 0.4

JASDAQ 1.1 TSE “Mothers” 0.1

Other listings 0.5 Scheduled to be listed 0.3

Not publicly traded 64.7

Employer’s capital (%) Persons employed at companies capitalized at ¥1 billion or more

5.6

7.3

28.9

5.6

8.6

15.0

7.7

3.9

9.3

8.2 Under ¥10 million

¥10–30 million

¥30–50 million

¥50–100 million

¥100 million–1 billion

¥1–5 billion

¥5–10 billion

Over ¥10 billion

Public agency or institution

None of the above

IT Services

Consider importance of IT services from a management perspective

Regarding IT-related services (%) Importance of applying IT in management strategies (%)

Information system themes in which interest exists (%)

consider IT necessary in management strategies

Other 2.1

Indispensable for work

49.3 Somewhat necessary

43.3

Totally unnecessary

5.3

29.9

4.3

9.6

10.7

45.6 Business applying goods or services

Development and use of in-house systems and services

Development and proposal of customer products and services

Development of goods related to products and services

Other

3.2 0.6

17.3 18.3 19.2

21.1 22.0

23.7 31.8 32.0

33.7 37.5

53.5 54.8 Application of big data

Application in management support and marketing

Cloud services introduction and use

IoT

Personal data protection and security

Customer management Mobile cloud services introduction and use

Internal control and document management

No response Other

Business continuity upon emergencies Building new customer relations using social media, etc.

Tax/social security number system responses Knowledge management and groupware

No response

Other

M&A

Establish/expand branches, offices, etc.

Expand/develop new customers

20.7

1.5

10.7

18.1

32.0

Global

Energetic business development beyond Japan to overseas markets

Overseas expansion (%)

Expansion underway

57.6

No such expansion

41.4

Don’t know 1.1

Countries/regions of attention in overseas expansion (%)

Keen attention on ASEAN, China and other Asian nations

Fields of interest in overseas expansion (%)

Interest in overseas

Countries/regions visited on business trips during past year (%)

ASEAN China NorthAmerica

Europe OtherAsian

regions

Africa MiddleEast

Other Noresponse

76.3 54.4

44.1 35.2

23.3

9.6 8.9 5.6 0.4

No responses

Other

Middle East

Africa

Other Asian regions

Europe

North America

ASEAN

China

2.1 4.2

0.0 2.8

12.6 17.5

30.1 38.5

42.7

Nikkei Business Publications, Inc. 1-17-3, Shirokane, Minato-ku Tokyo 108-8646 Japan Tel: 81-3-6811-8311 Fax: 81-3-5421-9804 E-mail: i-sales@nikkeibp.co.jp http://www.nikkeibp.com

Nikkei Business Publications, Inc.