Inserted advertisement - Orikomi Koukoku

A printed advertisement that is folded into a newspaper delivered to each household and distributed to homes and workplaces. It is used as a local medium by advertisers in various industries, including retailers, supermarkets, department stores, and real estate, to target specific areas. To be precise, it should be called a newspaper insert advertisement. Usually, the advertiser brings the printed matter to a newspaper dealer, indicates the distribution area and the number of copies, and pays the fee. Since this fee is a source of income for newspaper dealers, the Japan Newspaper Publishers & Editors Association has established the "Newspaper Insert Advertising Standards" to regulate the shape, paper quality, size, etc. of the insert advertisement. Insert advertisements have the characteristic of being relatively flexible, as advertisers can freely choose the area to advertise in and the type of newspaper to insert the printed matter into, as well as specify the implementation schedule. Insert advertisements began with the emergence of newspapers, and when newspapers were printed on a single sheet, they were distributed as a newspaper supplement, and around 1904 (Meiji 37), they were called "inserted advertisements." In 1922 (Taisho 11), insert advertising was established as a system, and advertising companies specializing in it began to appear.

[Shimamori Mitsuo]

Source: Shogakukan Encyclopedia Nipponica About Encyclopedia Nipponica Information | Legend

戸別配達される新聞に折り込まれて家庭や職場に配布される広告印刷物。小売店、スーパー、デパート、不動産、各業種の広告主が特定地域を重点的にねらうローカル・メディアとして利用している。正確には新聞折込広告というべきであろう。普通は広告主が新聞販売店へ印刷物を持参し、配布区域、枚数などを示して料金を払い込む。この手数料は新聞販売店の収入源となるので、日本新聞協会では「新聞折込広告基準」を制定して、形状、紙質、大きさなどについて規制している。折込広告は、広告する地域や印刷物を折り込む新聞の種類を自由に選択できるだけでなく、実施スケジュールをも指定できるなど、比較的機動性に富む特性を備えている。折込広告は新聞の発生とともに始まり、新聞が一枚刷りのころは、新聞の付録として配布され、1904年（明治37）ごろは「挿(さし)広告」とよばれていた。22年（大正11）に制度として折込広告が確立され、専門に取り扱う広告会社が登場した。

［島守光雄］

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