Magazine advertising - zasshi koukoku

Japanese: 雑誌広告 - ざっしこうこく

Magazines, compared to other advertising media, have the advantage that readers are clearly divided by age, occupation, gender, hobbies, etc., making it easier to reach specific target audiences with advertisements, and that their high reading rate allows for repeated exposure to advertisements, and they are also a nationwide medium. They are excellent as a medium for color advertisements, and readers also actively receive the product advertisements they expect by purchasing magazines. The origin of magazine advertising is thought to date back to the time of the English "newsbooks" in the mid-17th century. In Japan, advertisements using books had already appeared around 1675 (Enpo 3), and there were four types: (1) advertisements for books from the same or other publishers at the end of the volume, (2) advertisements embedded within the articles, (3) the book itself as a scenic book, and (4) advertisements for other items besides books, such as medicines and cosmetics.

Source: Heibonsha World Encyclopedia, 2nd Edition Information

Japanese:

雑誌は，他の広告媒体にくらべて，読者が年齢，職業，男女，趣味などで明瞭に区分されているため，特定の広告対象層に広告を到達させやすい点や，高い回読率を特性とするので広告露出を反復できる点などで有利であり，かつ全国的な媒体である。カラー広告の媒体として優れ，一方読者も雑誌購買を通じて期待する商品広告を能動的に受容する。雑誌広告の起源は17世紀半ばイギリスの《ニューズブック》の時代と推定される。日本でも1675年(延宝3)ころすでに書物を利用した広告が現れており，(1)巻末に同じ版元あるいは他の版元の書籍の広告掲出，(2)記事の中に広告をしくむ，(3)書籍自体を景物本とする，(4)本以外の薬品，化粧品などの広告の掲載，の4通りがある。

出典　株式会社平凡社世界大百科事典第２版について　情報

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