Metropolis Magazine
Issue #805 - Friday, Aug 28th, 2009
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Photo by Taro Fujimoto/Japan Today

Softbank is going for laughs, enlisting 15 popular comedians from Yoshimoto Agency to launch its nine new phones. The comics include King Kong, Shinagawa Shoji, Football Hour, License, Robert, London Boots, Sekai no Nabeatsu and Harumi Edo. On March 1, Softbank will also start an online competition called “S-1 Battle,” in which professional comedians show off their routines via short movies downloadable from mobile handsets. Softbank users will be able to vote on their choice of best act. CB


Aya Ueto has joined her good friend Becky in the wedding-dress design business with her U Aya Ueto brand, whose creations look like something out of Gone With the Wind… Sydney Olympic gold medalist marathon runner Naoko Takahashi will become a sports anchorwoman on TBS’ daily news program starting in late March… Model Kyoko Kano, 46, says she turned down a marriage proposal from a British man last year because “the British pound was cheaper against yen.” Translation: the guy wasn’t rich enough. CB


Tokyo's top free magazines*
Appeal to non-kanji readers: * minimal ** moderate *** high

Name: R25 *

Content: Brief articles on politics, trends, trivia, etc, for reading between train stops

Target audience: 25-34-year-old businessmen (the name means “restricted—under 25”)

Distribution: 600,000

Availability: Every Thursday at most train/subway stations, as well as conbini, bookstores and restaurants

Typical articles: “Why did your Colleague get Promoted and not You?”; “Is Farting a Crime?”

Web: www.R25.jp
Name: L25 *
Content: The “female edition” of R25 offers lifestyle and entertainment news, plus info that “can be used in chitchats”
Target audience: 20-34-year-old, urban-dwelling OLs
Distribution: 400,000

Availability: Every 1st and 15th of the month

Typical articles: “What’ll Happen to Japan’s Economy?”; “Keitai Mail that will Grab his Attention”
Web: www.L25.jp
Name: Metro Min **

Content: Shopping, dining, trends, profiles; helping readers “discover a new side of Tokyo”
Target audience: Subway-riding businessmen and -women in their 20s and 30s

Distribution: 150,000

Availability: Every 20th of the month at over 50 Tokyo Metro stations

Typical article: “The Laws of Nabe: The Science Behind Delicious Hotpots”

Web: www.metromin.net
Name: Metropolitana *

Content: Dining, shopping, travel; help for getting “one step closer to becoming the real you”

Target audience: OLs in their 20s and early 30s

Distribution: 200,000

Availability: Every 10th of the month at over 50 Tokyo Metro stations
Typical article: “Would you Like to Try Some Sweet Sweet Magic?”

Web: www.metropolitana.jp
Name: Lu Jo **

Content: Hundreds of glossy pages of fine dining, spas and beauty parlors

Target audience: Well-heeled women over 25 who “don’t hold back enriching themselves”

Distribution: 300,000

Availability: Quarterly (last Thu of Feb, May, Aug & Nov) at train stations, bookstores and restaurants

Typical articles:
“The Gourmet Kagurazaka Daytrip Guide”; “Ginza: Searching for my Own Excitement”

Web: www.lujo.hotpepper.jp
Name: Salus **

Content: Lifestyle info for people who live, work or play on the Tokyu line

Target audience: 20-49-year-olds living between Tokyo & Yokohama

Distribution: 230,000

Availability: Every 20th of the month at Toyoko line stations and Tokyu stores

Typical articles: “Bath-time Paradise”; “A Specialized Men’s Handkerchief Store to Enjoy in your Downtime”

Web: http://salus.jp
Name: Hot Pepper ***

Content: Coupons for hundreds of izakaya, restaurants and instructional classes

Target audience: Tokyoites between the ages 20-34

Distribution: 5,620,000 (nationwide)

Availability: Every last Friday of the month (that is, just before payday). Handed out by staff at train stations and also on newsstands at conbini, bookstores, karaoke parlors, video stores, etc

Typical article: “Top Restaurants and Bars to Throw a Party”

Web: www.hotpepper.jp
Name: CouponLand ***

Content: Articles on dining, fashion, spas, nail/hair salons, entertainment—and tons of coupons

Target audience: Females between the ages 20-34

Distribution: 800,000 (400,000 each for the Ginza and Shibuya/ Shinjuku/Ikebukuro editions)

Availability: Every 20th of the month; handed out by staff at train stations and also on newsstands at conbini, shops and some offices

Typical articles: “OL Skin Beauty Workshop”; “Ten Carefully Selected Tokyo Hair Salons”

Web: www.c-pon.com

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