Japan enjoys one of the most complex media and information environments in the world, with 18,000 magazine titles and 4,160 newspapers. Boasting a 30 million total circulation, the five largest newspapers have historically been the most influential in forming public opinion.

In the online world, the Internet has penetrated 57.3 percent of Japanese households, and the number continues to increase. As more people use the Internet, traditional print media overall has become less influential. According to Dentsu, the largest advertising agency in Japan, total online ad revenues in 2006 were gaining on total print media revenues. By 2008, Dentsu expects this trend to continue with online ads exceeding print media ads in quantity. While the number of traditional print high-tech and IT publications has also declined, online media publications have become more popular and more influential for tech professionals as well as enterprise decision makers.

Although media brands such as Nikkei have provided a powerful media influence in Japan, they are losing their grasp. According to a Gartner Japan, Japanese businessmen have ranked Internet search as their most common information resource, above “newspapers/magazines/books”. This shift in media preference has prompted companies to look to their Web sites as the major channel for delivering their corporate messages.

The situation around the media business may have altered, but the fundamental ways of communicating have not.

	Language barriers still pose the most serious problems.
	Statistically, the Japanese capability with English ranks second to the lowest among 29 Asian countries.
	People still prefer face-to-face live interaction even in business communications.
	Precise, focused and localized messages as well as the local communication protocol notably cut through Japan’s media clutter.
	Genuinely innovative PR/marketing communication approaches resonate as never before in Japan.

Hoffman Japan

Hoffman Japan was established in 1998, and became an official KK company in 2000. Over the years, we have continuously supported a broad mix of global clients to localize their communications in the Japan market, among them companies in the Internet, communications/networks, enterprise software, electronics/semiconductors, consumer electronics and biotechnology fields.

Not only is our entire staff bilingual, but we are also bicultural, and are thus capable of pointing out differences unique to Japan and providing effective guidance to clients hoping to localize the success of their previous efforts elsewhere. With a consistent track record of satisfied long-term clients and the support of a highly talented and experienced network of PR professionals throughout Asia, the Hoffman Japan team can provide comprehensive PR/marketing communication services to businesses regardless of their size.

Hoffman Japan has built strong relationships with both online and traditional Japanese IT and business media, as well as consumer media, which enables us to develop the best-suited communication strategy for each client and its business strategy. Additionally, Hoffman Japan provides support for clients’ direct marketing communication programs, including seminars hosted by clients seeking potential customers, coordinating magazine and Web ads, and marketing campaigns.

We use a unique approach to maximize results for our clients doing business in Japan:

	Language barriers still pose the most serious problems.We customize a program that suits your specific industry sector, your business challenges in Japan, and the comfort and capabilities of your executives in charge of the Japan business.
	We tailor your global PR and marketing into campaigns that will move the needle for your business in Japan.
	People still prefer face-to-face live interaction even in business communications. We begin with a phased, scalable “entry” campaign that will put you on the map in Japan and build momentum that will carry your business forward (in other words, to drive sales).
	We create focused, concentrated bursts of activity to gain attention in one of the most complex media environments in the world.
	We deliver these “bursts of light” in a manner and tempo to position you as the leader – or the leading challenger – in your market.
	We make cost-effectiveness a priority.

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