The main characteristic of Japanese newspapers is their broad readership.  Newspapers have a very high penetration rate because of the home delivery system.  They are read in most homes and are aimed at the market segments that compose households, including:

• Businesspeople
• Homemakers
• School-age children

This is why Japanese newspapers have adopted a stance of presenting broad viewpoints to a wide range of age segments, supplying information that is useful to their readers, especially those in the segments listed above.