Tokyo, Japan: Tucked away in the heart of Tokyo is the headquarters of The Yomiuri Shimbun, Japan?s most widely read and influential daily newspaper. Yomiuri Shimbun simply means ?selling a newspaper while reading? That this paper has carved a unique niche for itself in contemporary times is a fact beyond dispute considering the challenges it has faced since its establishment in November 2, 1874. It is instructive to note that the Yomiuri Shimbun has maintained a balance in reportage of the socio-political and economic issues of Japanese life, raising its voice to challenge the wisdom of a particular government policy, while throwing support behind other policies deemed to be right and proper. Nevertheless the paper has an editorial policy founded on three core tenets:
(i) Defend parliamentary democracy
(ii) Respect fundamental human rights
(iii) Uphold an economic system based on market economy principles.
Within the context of these three guiding or operating principles, the Yomiuri Shimbun has sought to pursue harmony between ideals and realities. It is this balancing act that has endeared the paper to the Japanese public, making it the largest newspaper in the country.
Mr. Kiichiro Harano who doubles as the international editor of The Yomiuri Shimbun in an interview asserted that ?it was by dint of hard work that we have become what we are today?. Having served in Kenya as the bureau chief of the paper before its African operation was relocated to Johannesburg, Mr. Harano believes a combination of well coordinated factors, a clearly defined vision and a dedicated team is all it takes to ensure the success of any newspaper anywhere on the planet. He was quick to add however that a partnership with the general public is perhaps the single most important factor to ensure success of any paper, thereby making it imperative for trends and opinions to be sampled at regular intervals in order to deliver in a mutually beneficial fashion.
The Yomiuri Shimbun is arguably the most widespread newspaper on the globe. This view is buttressed by their sales figures of 10.4million copies a day with absolutely NO RETURNS (emphasis mine). Of course this is possible when you have 99% of production distributed by a network of agents to households throughout Japan at a cost of $1.20 per copy, inclusive of distribution costs. Again, it is interesting to note that there are three editions for each day: one English only paper sent out in the mornings and two Japanese editions sent out in the morning and mid-noon. The English version, a 24page newspaper produced by 30 Japanese and 40 overseas/foreign staff records a distribution of 70,000 copies daily, leaving the Japanese edition to make up the total of 10.4 million.
The Yomiuri Shimbun has 3700 staff in the Tokyo office alone with 6000 editorial staff scattered across Japan. Furthermore, while all production is done in Tokyo, printing is sent to branches and printed from there to make it easier and timely for readers. Perhaps, it is the Japanese penchant for orderliness and adherence to contractual obligations that ensure the smooth operations of The Yomiuri Shimbun because all copies are sold out through subscription, with only 1% sold at kiosks at train stations for those who leave home early. This does not detract from the subscription as mentioned above. The beauty of this system is inherent in the fact that the last edition for each month comes with an announcement for a return of all copies for a small fee which is then recycled and the paper reused. It is therefore clear that for The Yomiuri Shimbun, partnership with the Japanese public is a win-win situation, given that the craze for environmental protection and recycling is the in-thing for the populace over the next few decades.
Can the Ghanaian newspaper moguls and publishing houses learn a thing or two from The Yomiuri Shimbum? Obviously there are many differences in the organization of newspapers across borders but it should be possible for the private press to replicate this system in Ghana with the appropriate modifications. This writer is aware of moves made in the late 1990s for some collaborative work although to a large extent, the different political and ideological persuasions of most editors/ media houses has negated progress on the suggestions made in this respect by the likes of Dr. Charles Wereko-Brobby.
It would be a major progression if the Daily Dispatch, the Accra Daily Mail, The Crusading Guide, The Statesman and Gye Nyame Concord among others, produced one mega edition by pooling their resources and thereby enjoy economies of scale, just the same way that The Ghanaian Lens, Crystal Clear Lens, The Palaver and Democrat pool resources to make a lasting impression on the media landscape. For now though, it remains to be seen how a workable framework can be designed to underpin sales and a readership above the paltry numbers that appear to be premised solely on advertising revenue and the shylock-like hold of vendors on publishers and marketing officers of newspaper outlets alike.
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