The world's second-largest advertising market

The United States accounts for half of the world's advertising expenditures, followed by Japan, which has a firm grasp on the number-two slot. From newspapers and magazines to TV and radio, advertising expenditures are rising in every media category. In Japan, where newspaper readership is widespread, newspaper advertising accounts for about 20% of total advertising expenditures (Japan does not include advertising inserts in newspaper ad expenditures). Another key market characteristic is that the type of media preferred by each category of business varies greatly. For a time, there were concerns about the influence of the economic slowdown on the advertising industry. However, intensifying competition due to the changing structure of consumption is triggering a rise in demand for advertising.