Our company has entered
its spring-to-summer awards month. The screening committee for the Digital
Camera Grand Prix 2010 Summer award has already ended, and the results
have been announced in AV Review magazine and on our Phile-web site. At
the same time, we are issuing 100,000 copies of a free paper called Okaimono
Gaido (Shopping Guide), which we are distributing at stores that participate
in the awards and at Yodobashi Camera and Biccamera stores. This free
paper has been so popular that supplies ran out just three to five days
after distribution began, and stores report that it has definitely been
useful in boosting sales.
Actually, it is also possible to view this free paper in e-book form via
the Phile-web site. After we displayed a button on the top page of this
site, access increased dramatically. Phile-web now has about one million
visits a month from people who are interested in audiovisual equipment,
so clearly the effect is quite something. It means that people can view
the free paper from anywhere in Japan and can scrutinize digital cameras
and related products. In other words, it is a national free paper targeting
a potential readership of one million people.
Naturally, in addition to the free paper for stores, we will be making
efforts to publicize the results of the Visual Grand Prix 2010 Summer
to be announced on June 17 in e-book form as well, and the impact will
surely be immeasurable. For this reason, we realize also that our responsibilities
regarding the awards are becoming even more immense and are prepared to
take the greatest care possible so as to create markets, stimulate demand,
and contribute to the constructive development of the industry.
Looking at the entries for the Visual Grand Prix, in the case of televisions
in particular, it is clear that companies have channeled enormous amounts
of energy into technological development and product planning. Moreover,
3D television, which is potentially expected to have the same degree of
effect as the eco-point system, has well and truly stepped up to the starting
line, and makers together can be expected to drum up this market from
summer to the year-end sales campaign.
In this sense as well, flat-panel televisions are reaching a peak, and
it can be said that the stage has been set for a drive toward what I have
described as “golden 2013.” Making full use of the Internet,
we are determined to respond to this situation through the awards that
we sponsor, such as the Visual Grand Prix, the Digital Camera Grand Prix,
and the Audio Excellence Award.
Not only the free paper but all of the magazines issued by our company
are now available in e-book form. The appearance of Apple’s iPad
was wonderful news for our efforts, and I think it is perfect timing for
making a change from virtual-real to virtual-real-real. It is for this
purpose that we have been making steady efforts until now, including the
digitization of magazine editing; the building over 45 years of trustworthy
relations with Toppan Printing Co., Ltd. which made this electronic switch
possible; the nurturing of outstanding staff; and of course our “sunflower
marketing” strategy, which gives us a firm direction. Now is the
time when various things are coming to fruition and expanding our dreams.
We are now in an age in which if you search on the Internet, you can easily
obtain highly informed information in a timely manner via your computer,
mobile phone, television, or whatever. But even though the Internet is
a fantastic tool, in the end the strength and breadth of the information
is decided by what choices the searchers make. If we do not take firm
hold of the great swell, it will flow back out to sea again in an instant.
In order to prevent that from happening, we are determined to identify
the qualities of our magazines and the Internet and develop our management
on the basis of “tomorrow’s today” thinking. Using the
infrastructure that we have built so far, we hope to deliver our user-oriented
awards without fail to every corner of Japan.