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NSK News Bulletin Online
June 2006
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* Kyodo News updated guidelines for reporters
* Five European Journalists Participate in Resumed Fellowship Program
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*Topics
--Memorial to Slain Reporter Re-Opens at New Asahi Hanshin Branch
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Story of the Month>>>
Cross-Media Advertising: Ad Agencies Focus on Newspaper-Web Synergies
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Kyodo News updated guidelines for reporters

Kyodo News on April 1 issued updated guidelines for its reporters, based on its editorial mission statement.

The guidelines were drafted in the aim producing a document that helps reporters to actively perform their role. They reconfirm the raison d¡Çetre of Kyodo News amid changes in the media environment.

The new guidelines comprise a preamble and six clauses, including sections titled ¡ÈBasic Stance¡É and ¡ÈHuman Rights and Privacy.¡É They are to be distributed to all employees in leaflet form.

The preamble cites the ¡Èpursuit of facts,¡É ¡Èscrutiny of authority,¡É ¡Èprotection of human rights¡É and ¡Èmaintenance of freedom and independence¡É as the company's goals and says Kyodo News must maintain public trust through a ¡Èsincere and modest posture,¡É as well as a ¡Èhigh level of professional awareness.¡É

The ¡ÈBasic Stance¡É clause says Kyodo delivers news ¡Èaccurately and swiftly¡É as its fundamental function, while striving to provide ¡Èin-depth and easy-to-understand¡É coverage to meet the requirements of the multi-media era. It urges reporters never to forget the ¡Èweight of facts¡É and to make their utmost efforts to "get the story".

The ¡ÈHuman Rights and Privacy¡É clause reaffirms the principle of ¡Èreporting using real names¡É but says anonymity can be maintained, depending on the circumstances. It emphasizes that consideration must be given to victims of crime or accidents out of respect for their human rights and privacy. It also tells journalists that they must avoid overly aggressive pack reporting, called the ¡Èmedia scrum¡É in Japan, and should use diverse methods in newsgathering.

The ¡ÈAttribution of Information and Non-Disclosure of News Sources¡É clause says information should be attributed to the source(s) but only ¡Èto the extent possible.¡É It also defines the protection of confidential news sources ¡Èas one of a reporter's most serious obligations.¡É Kyodo officials say that new rules adopted last year by top U.S. media on the use of information from anonymous sources were used as a reference for Kyodo¡Çs guidelines.

The ¡ÈNewsgathering Methods and Treatment of Information¡É clause contains a new rule on using the Internet for newsgathering. It says reporters should not directly quote information from the Internet, except for certain reliable information available from Web sites operated by public organizations.

The ¡ÈProfessional Ethics¡É clause urges reporters to keep an appropriate distance from the objects of their newsgathering, citing a list of things to be avoided. The ¡ÈAccountability¡É clause emphasizes the need to respond in good faith to complaints and inquiries.

A Kyodo official in charge of the new guidelines said that it is important for frontline editors and reporters to instill a soul in the written word. The official said that the real thrill of journalism is to learn what is going on earlier than the general public and to spread the word as widely as possible. He said the new guidelines aim to share the joy of journalism among all Kyodo reporters.

Kyodo News is continuing with reforms to its editorial policies by reexamining its overall operations and organizational setup.



Five European Journalists Participate in Resumed Fellowship Program

NSK has resumed the fellowship program with a European partner organization. A total of five journalists including a staff member of the counterpart, the European Journalism Center (EJC), visited Japan for a study tour in May.

The journalists¡Ç exchange program was initially conducted with Journalists in Europe (JE), then based in Paris. As that organization ceased operations at the end of 2002, NSK has made a fresh start with a new partner, EJC, an independent, international, nonprofit institute based in Maastricht, the Netherlands, dedicated to the highest standards in journalism, primarily through the further training of journalists and media professionals. Both last year and this year, a Japanese journalist completed a three-month internship with the EJC, and at present another Japanese journalist is pursuing his internship in Brussels. Last month¡Çs program was the first opportunity for NSK to invite European journalists to Japan since the fellowship was resumed.

The fellows devoted themselves fully to the 13-day schedule in Japan, which included briefings in Tokyo on such dimensions as politics, culture and the economy, as well as a local observation tour to Hiroshima and Kyoto. They flew home on May 27.

At the welcome reception, held on May 16 at the National Press Club, Mr. Toshihiko UJI, managing director of the Chunichi Shimbun, delivered a welcome speech as chairman of the international affairs committee of NSK. Although he admitted that the spread of the Internet allows people to obtain information on a distant country more easily, he reminded audience members that a firsthand experience with a different culture remains invaluable?and indispensable for journalists to understand foreign affairs.

Ms. Sanita JEMBERGA, European correspondent for the Diena newspaper in Latvia, told that her image of Japan had been merely of samurai and sushi, adding that she wanted to learn about contemporary Japan, people's lifestyles and the social status of Japanese women.

The European journalists visited an elementary school in Tokyo on May 22 to observe Japanese education firsthand. They ate a school lunch, attended Newspaper in Education (NIE) classes for fourth- and fifth-graders(photo), and talked with the principal and some pupils.

Mr. Sebastien FALLETTI, journalist with the Europolitique of Belgium, said he had taught history for three years at a senior high school in his native France.

He said that the day after the September 11 attacks on the United States, he had his students read all the French newspapers in class in a comparative study of how each paper reported the incident and from what perspective. He said he wanted each student to develop his or her own views and added that newspapers are a good starting point for such studies.

He observed an NIE class in which fifth-graders clipped articles of interest from newspapers and wrote new headlines. He said the students took the initiative and had fun, noting that Japanese students usually tend to be passive players in educational activities.

Some students showed their interest in foreign events with questions for Ms. Barbara SCHMIDT-MATTERN, Deutschlandfunk Editor/Presenter. With Germany about to host the 2006 FIFA World Cup, students quizzed Ms. Schmidt-Mattern about soccer and German cuisine.



Topics.......Topics.......Topics........

Memorial to Slain Reporter Re-Opens at New Asahi Hanshin Branch


A memorial library for the journalist killed in a 1987 rightwing attack on the newspaper re-opened to the public on April 13 at the Asahi Shimbun¡Çs renovated Hanshin branch office in Nishinomiya, Hyogo Prefecture (photo).

The new branch office stands on the site of the old building where a masked man with a shotgun killed reporter Tomohiko Kojiri. A suspected rightwing group opposed to the Asahi's reporting claimed responsibility, but the case was never solved. The 15-year statute of limitations on the killing has expired.

About 500 people have visited the memorial library since its opening. Kojiri¡Çs parents visited on June 1.

The new building is built with brown brick, retaining the look of the old building so as not to weaken the memory of the tragic killing.

The memorial library features about 20 photo panels, including a portrait of Kojiri. A sofa from the time of the killing is still there, along with letter claiming responsibility for the crime, and pellets from the shotgun.

Kazuo Matsuura, chief of the branch office, said that he does not see much change in Japan¡Çs social situation from the days of the incident, adding that the incident is not the story of the past.

The staff members still burn memorial incense sticks at Kojiri¡Çs portrait in the editorial office on the second floor of the building.

There is a meeting space next to the memorial library that is open to the public in the aim of opening the branch office to the local community. The meeting space can also be used as the venue for a gallery.


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Story of the Month>>>

Cross-Media Advertising: Ad Agencies Focus on Newspaper-Web Synergies


Prompted by the growth of the Internet, media diversification and changes in consumer buying, companies are warming to the power of so-called ¡Ècross-media¡É marketing in their advertising campaigns.

Cross-media marketing is a new concept aimed at multiplying the synergies of advertising by combining diverse types of media. As so-called search engine advertising takes hold, companies are starting to combine the Internet with conventional media to multiply the effects. Ad agencies are striving to differentiate search-engine advertising from the usual ¡Èmedia-mix¡É campaigns.

Japanese newspaper companies aim to work out business strategies that adapt them to the new advertising trend by attracting advertisers to the innate strength of the media.

Dentsu Inc., Japan¡Çs largest ad agency, released annual advertising spending figures for 2005 earlier this year. Each of the four media categories of newspapers, magazines, radio and television suffered year-on-year declines in advertising sales. The share of corporate ad spending on newspapers in the total advertising spending fell to an alarmingly low 17.4 percent.

However, advertising spending on the Internet grew a whopping 55 percent year-on-year. Particularly noteworthy is the fact that spending on search-engine advertising accounted for some 20 percent of total spending in this category. Indeed, search-engine marketing (SEM) is taking hold as an attractive option for advertisers who are increasingly sensitive to cost efficiency in ad spending.

It has long been accepted that advertising through mass media creates a 5-stage cyclical response of (1) drawing buyer attention; (2) generating new interest; (3) stimulating desire; (4) seeding information in memory; and (5) driving real purchasing. Given the rapid changes in the consumer buying process through the Internet, especially noting the popularity of blogs, industry pundits warn that the advertising and media industries will have difficulty convincing advertisers to go with conventional sales approaches.

Ad agencies have tried to sell a ¡Èmedia-mix¡É of a combination of media as a tool to ensure ¡Èreaching¡É target consumers.

But the ¡Ècross-media¡É platform is truly different from the ¡Èmedia-mix¡É formula.

¡ÈThe conventional media-mix platform is aimed at optimizing the quantitative value of each medium, while the cross-media approach is designed to optimize the qualitative value,¡É said an ad agency official.

That means that the issue is not maximizing the ¡Èreach¡É into target markets, but changing the attitudes of individual consumers through information made more attractive via the media. The ¡Ècross-media¡É platform proposes an optimal combination that meets advertisers¡Ç needs -- each medium is required to convince advertisers of qualitative effects, according to the ad agency official.

Ad agencies are taking different approaches in addressing the emerging challenges of the ¡Ècross-media¡É platform. Some have set up cross-media promotion departments to which existing staff are moved to work out a better media combination to maximize the consumers¡Ç purchasing drive. Others have created divisions to support digital media-related business by developing new content and reinforcing Web-site-related business at newspaper companies. Still others are developing and marketing cross-media products or services that combine the Internet with print or other conventional media operated by newspaper companies.

Among newspaper companies, there are growing efforts to master the new field of cross-media advertising. Some attempts are beginning to generate results, thereby raising expectations. Newspaper companies are now working on arranging an effective combination of their daily newspapers with their Web sites, broadcasting services, magazines and other media within their business groups, as well as focusing energy on selling the new combinations to ad buyers.

At the Asahi Shimbun, each business section in the Advertising Division is teaming up with the company's electronic media section to produce a cross-media product. The electronic media section has staff for each business section for closer consultations with salespeople. Where necessary, staff from the Electronic Media and Broadcasting Division take part in sales consultations.

At the Mainichi Shimbun, the Advertising Division works with the Digital Media Division to sell search engine-linked ads. The manager for media strategy -- a position created in the Advertising Division last year -- liaises between the two divisions.

The Sankei Shimbun recently launched a new advertising system, dubbed Nepper (Net & Paper), to integrate newspaper and Web ads. Advertisers¡Ç Web addresses and other information are routinely included in their newspaper ads and in banner ads on the Sankei¡Çs Web site (Sankei Web), drawing people to the Nepper ad site. The ad site contains detailed information on advertisers that could not physically fit into the space available in traditional newspaper or banner ads. This approach feeds the public to the Web sites of the advertisers. Sankei officials say the conversion rate, or the ratio of users accessing advertisers' Web sites through Sankei¡Çs Nepper site is much higher than that for conventional banner ads. The Nepper site is therefore satisfying more advertisers by attracting customers with a real interest in their products and services, the Sankei officials said.

The Nihon Keizai Shimbun (Nikkei) has set up a Net Committee within its Advertising Division that draws in Electronic Media Division staff in an attempt to meet the cross-media challenge. In March, the Nikkei created a Cross-Media Group in the Business Promotion Section of its Advertising Division to develop and sell cross-media ads in cooperation with the Net Committee. The Internet Business Section of its Electronic Media Division is also working with other newspapers, broadcast services and magazines in the Nikkei group.

At the Yomiuri Shimbun, the Advertising Bureau's Media Promotion Division is selling ads for its diverse media beyond the daily newspaper, while promoting cross-media projects with the paper. In March, the Yomiuri set up a Cross-Media Conference task force within its Advertising Bureau to help each division of the Advertising Bureau develop cross-media projects more effectively through tighter integration and information exchange. The newspaper's Digital Media Bureau now has its own permanent Advertising Promotion Committee, and advertising staff from the Web division and the mobile media division work closely with the Advertising Bureau.

Nihon Shinbun Kyokai
The Japan Newspaper Publishers & Editors Association
Nippon Press Center Bldg., 2-2-1 Uchisaiwai-cho, Chiyoda-ku,
Tokyo100-8543, Japan

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