MEDIA GUIDE 2017
A Message from the Editor-in-Chief
WIRED Japanese Edition
Editor-in-Chief
Kei Wakabayashi
Born in 1971, Kei Wakabayashi spent his early
childhood in London and New York. He graduated with
a degree in French Literature from the Faculty of
Letters, Arts and Sciences at Waseda University.
Following university, he joined the publishing company
Heibonsha. As a member of the editorial staff of
Gekkan Taiyo, he was involved in editing on cultural
subjects ranging from Japanese traditional culture to
cooking, architecture, design and literature.
In 2000, he became a freelance editor, he has
served as Editor-in-Chief of the Japanese edition of
WIRED since 2011.
In performing the work of passing on information from right to left, we can become as servile as
we wish, and so if we suppose that there is a source of information on the right and somebody to
receive the information on the left, then unless we maintain a good balance between the two
sides, we can end up basically running errands for one side or the other, or serving as a mere
“loudspeaker”. The reason why a loudspeaker is effective is due to the loudness of its voice., but
perhaps a world in which only the voices of the people with the loudest loudspeakers are heard is
not a particularly good world.
When the balance between right and left is a little inclined to the left, we can still remain
sound in mind and body while our business flourishes and generates revenue from the receiver
side. But when we begin to worry exclusively about the source side, we are prone to fall into fullscale disharmony.
As I see it, the work of building a media brand involves work dealing with three distinct
“markets”. These are “the readers”, who are the receivers of information; “the creators”, who are
the information makers or dispatchers (ranging from interview subjects to article writers,
photographers, illustrators, etc.); and “the business partners”, who are concerned with the form of
the contents including the advertisements. A media brand has to appeal its attractiveness as a
unified entity equally to the people in each of these three fields.
Although media brands have numerous business partners, those media in which business
partners don’t wish to appear or with which business partners don’t wish to work together are by
definition those that are not particularly attractive. However many readers a medium may have, if
nobody wishes to be involved with it in their work, then that medium must have some serious
faults somewhere. Of course, balance is a very important consideration here too. If one player
obtains its revenue by forcing others out of the market, ultimately this will result in an overall
disadvantage for everyone.
Our industry forms an ecosystem, and inside it, all the players should respect each other as
entities who support the ecosystem mutually. But even so, sometimes we are forced to make
priority judgments at the worksite. On such occasions, we have to bear in mind the readers first
of all. We have to make it a habit to ask ourselves the following question as a matter of second
nature.
“Will this inspire the readers in the right way?”
Ideally, a media brand’s work (and perhaps this is true of all work) should be to continuously
provide new challenges for both the receivers and the people involved in doing the work. This is
a challenge we must set ourselves and we are constantly being tested on this very point.
WIRED Japanese Edition
Editor-in-Chief
Kei Wakabayashi
2
Audience Data
The distribution of WIRED readers is well-balanced. For example, it is centered on influencers beginning with creators, marketers and
entrepreneurs, who understand the essentials and who tend to pass on and spread information, and it includes people in diverse
occupations from students to corporate executives and with an age range stretching from the 20s to the 50s. Moreover, data gathered on
their parallel reading media reveals that readers and users approach WIRED as a business and culture medium in addition to as a
technology medium. Source: October 2016/WIRED Audience Mail Research（n=316）
Gender
Age
603%
55-59
6%
50-54
10%
Female
Kyushu/Okinaw
a
2%
Chugoku/Shiko
ku
4%
Kinki
15%
20-24
11%
25.9％
25-29
12%
45-49
13%
40-44
17%
Kanto Outside
Tokyo
28%
35-39
15%
全体と比較 ■＋10以上　■＋5以上　■-10以下
男性×年代別
Occupation
N=316
0
10
20
クリエイティブ関連職（空間系・WEB 系など） Creative (space/web design, etc.)
大学生・大学院生・短大生
IT関連技術職
営業
広報・宣伝・販促・マーケティング
接客・販売
研究・開発
総務・人事・秘書
9.8
University/high school, etc. student
美容師・理容師
4.7
Teacher/ lecturer/instructor
2.5
Architecture/civil engineering
Other technical occupation
2.5
Accounting/auditing/finance
2.2
その他
Other
不　明
Unknown
14.9
9 .8
36.8
1.7
-
9 .5
7 .6
7 .0
8.8
6.8
20.9
5.3
10.2
14.9
7.0
3.5
6.8
8.5
4.5
100.0
-
-
-
-
-
-
-
23.5
5 ，000 人以上
11.8
-
51.7
-
13.7
-
-
37.8
500 ～1 ，000 人未満
3.9
-
-
32.4
100
～500
人未満
3.9
- 29.7
-
9.0
100
7.8 人未満
-
-
-
13.6
1.5
当てはまらない
3.9
-
-
11.4
不　明
3 .8
5.3
8.5
4.5
不　明
2.0
-
20.7
-
-
3 .8
-
-
-
-
9.1
3 .2
-
-
1.5
9.8
-
-
-
7.6
2 .5
1.8
6.8
1.5
3.9
-
13.8
-
-
データ分析関連の製品・サービス
-
-
1 2 .3
8.8
不　明
-
-
0
40 10
n=
121
.3
12.3
500—1,000
8.1 8 .1
8.1
100—500
1 3 .7
13.7
Less than 100
3 4 .4
34.4
Not applicable
1 111
.6
11.6
1.4
1 .4
全体と比較 ■＋
1.4
n=285
-
4.5
3.4
1.5
-
-
0
20
40
PCs, tablets, etc.
パソコン・タブレットなどの端末
2.0
-
13.8
-
-
Security-related products and services
セキュリティ関連の製品・サービス
5.3
データ分析関連の製品・サービス
-
Business infrastructure products & services such as ERP
28.1
-
-
15.7
- 29.5
財務や会計関連の製品・サービス
-
-
-
-
-
ERPなど業務基盤の製品・サービス
20
100
n=
全体
285
4 2 .1
3 6 .8
3 6 .8
36.8
28.4
13.4
n
=
36.8
Data analysis-related products and services
800
60
42.1
Finance and accounting-related products and services
10.2
285
1 8 .6
Authority to Decide on Introductions of Products and Services
財務や会計関連の製品・サービス
ERPなど業務基盤の製品・サービス
30
全体
18.6
-
3.4
5.1 n=285
7.8
20
-
5.1
1.8
10
1 ，000 ～5 ，000 人未満 1,000—5,000
-
1.8
0
More than 5,000
5.3
2 .2
※ Apart from “students”
No.
of
at Place
of Employment
n=285
51
52 Employees
58
74 132
13.7
4 .7
2 .5
全体と比較
その
他・ 計
5 .7
セキュリティ関連の製品・サービス
12.3
7.5
営業・
接客・
計
当てはまらない
パソコン・タブレットなどの端末
0
0
23.7
技術
職・ 計
100 人未満
3.2
Medical practitioner/nurse
Beautician/hairdresser
100 ～500 人未満
5.7
Research/development
General affairs/personnel/secretarial
3.8
経理・会計・財務
500 ～1 ，000 人未満
7
Customer services/selling
57
14.0
8 .9
7.6
PR/advertising/SP/marketing
59 n=285
67
316
1 6 .5
1 ，000 ～5 ，000 人未満
8.9
Business
教師・講師・インストラクター
その他技術職
5 ，000 人以上
9.5
IT engineer/related technician
3.8
建築・土木技術職
N=
16.5
Electrical/electronics/machinery/semiconductor engineer
電気・電子・機械・半導体技術職
医師・看護師
30
Q1_職業
クリエ イ
男性2 0 男性3 0 男性4 0 男性5 0
テ ィブ 関
代以下
代
代
代以上
連職
全体
Tokyo
Prefecture
38%
Chubu
8%
30-34
12%
Male
74.1％
Hokkaido/Toho
ku
5%
Area of Residence
-19
1%
3
53.7
2 8 .4
28.
2 8 .1
5 328.
.7
Audience Data
全体と比較 ■＋10以上　■＋5以上　■-10以下
男性×年代別
N =316
全体
男性2 0
代以下
Social Media Utilization
0
10
20
30
40
50
60
70
80
Facebook
Facebook
Twitter
Twitter
Instagram
Instagram
Google+
Google+
Pinterest
Pinterest
Snapchat
Snapchat
その他
52
58
74
132
78.8
7 8 .8
82.5
69.5
88.1
74.5
86.5
79.3
77.0
76.5
77.8
7 7 .8
80.7
84.7
77.6
60.8
84.6
82.8
77.0
73.5
6 0 .1
71.9
54.2
55.2
45.1
71.2
62.1
59.5
55.3
2 7 .8
21.1
22.0
29.9
43.1
30.8
36.2
23.0
25.8
2 6 .3
38.6
27.1
13.4
31.4
46.2
27.6
28.4
16.7
6 .3
12.3
8.5
3.0
-
7.7
6.9
10.8
3.0
17.6
7.7
6.9
4.1
12.9
技術職・ 計
営業・
接客・
計
そ の他・ 計
全体と比較 ■＋10以上　■＋5以上　■-10以下
8 .9
8.9
全体
5.3
40
60
80
100
N=
87.7
I want to develop new business technology.
80.1
10.2
7.5
男性×年代別
- 男 性 2 0- 男 性 3 0- 男 性 4 0- 男 性 5 0- クリエ イ代以下
I want to make society more prosperous through my work.
仕事を通じて社会を豊かにしたい
新しいビジネス・技術を作りたい
51
6.3
20
その
他・ 計
67
26.3
0
営業・
接客・
計
技術
職・ 計
59
-
Thoughts about Work and Working
男性5 0
代以上
57
27.8
N =316
男性4 0
代
316
N=
60.1
Others
不　明
90
男性3 0
代
Q1_職業
クリエ イ
テ ィブ 関
連職
代
代
代以上
テ ィブ 関
連職
Q1_職業
316
57
59
67
51
52
58
74
132
8 7 .7
87.7
88.1
86.6
90.2
86.5
91.4
89.2
85.6
8 0 .1
87.7
84.7
92.5
66.7
90.4
89.7
75.7
74.2
1 分野のプロフェッショナルになりたいI want to become a professional in a single field.
75.3
7 5 .3
75.4
83.1
73.1
72.5
65.4
77.6
79.7
75.8
お金をたくさん稼ぎたい
75.3
7 5 .3
73.7
74.6
85.1
62.7
67.3
72.4
86.5
73.5
7 2 .2
82.5
78.0
77.6
60.8
73.1
79.3
77.0
65.9
5 5 .4
52.6
62.7
59.7
43.1
53.8
53.4
50.0
59.8
4 6 .8
45.6
49.2
53.7
51.0
63.5
51.7
41.9
40.9
1.7クリエ イ 2.0
1.9
クリエ イ
営業・ 1 .3
営業・
男性5 0
Q1_職業
全 体 技術
男
性2 0 男性
3 0そ の男 性 4 0 男 性 5 0
技術
その
Q1_職業
テ ィブ 関
接客・ 男性×年代別
テ ィブ 関
接客・
代以上 クリエ イ 職・代
計以 下営業・代 他・ 計 代
代 以 上 クリエ イ 職 ・ 計 営 業 ・ 他 ・ 計
連職
全 体 技術
男性5
0
連職
計
男 性 2 0 計男 性 3 0そ の男 性 4 0 男 性 5 0
技術
その
N=316
40テ ィブ 関
接客・
テ ィブ 関
接客・
57 74代 他・
59132
51
52 職 ・ 計
58
74 他 132
以下
・計
51 N= 523 1 6職・代計
58
代以上
計 代 67 代 以 上
連
職
計
計
40 連職
-
2.7
I want to make a lot of money.
世界を相手に仕事がしたい
72.2
I want to work in partnership with the world.
仕事よりプライベートな時間を大事にしたい
I value my private time more than my work.
自分で起業したい
0
GQ JAPAN
BRUTUS
PEN
週刊ダイヤモンド
PRESIDENT
10
20
30
0
20
0
30
Brutus
GQ JAPAN
BRUTUS
24.4
22.5
Weekly Diamond
22.5
20.9
President
20.9
20.3
COURRiER JAPON
日経トレンディ
16.5 20.3
日経トレンディ
ナショナル
ジオグラフィック日本版
16.5
16.1
ナショナル ジオグラフィック日本版
ハーバードビジネスレビュー
16.1
14.6
ハーバードビジネスレビュー
DIME
12.014.6
全体
N=
30.4
24.4 29.1
Nikkei Business
全体
40
10
30.4
29.1
Pen
PRESIDENTJAPON
COURRiER
全体と比較 ■＋10以上　■＋5以上　■-10以下
1.3
N =316
0with WIRED
10
Magazines Read in Parallel
全体と比較 ■＋10以上　■＋5以上　■-10以下
男性×年代別
N =316
N=316
日経ビジネス
週刊ダイヤモンド
46.8
I want to start my own business.
不　明
N=316
PEN
日経ビジネス
55.4
全体と比較 ■＋10以上　■＋5以上　■-10以下
10
40
316
男性×年代別
Q1_職業
0.8全体と比較
Web Media Read in Parallel with WIRED
20
30
30.4
23.5
67
35.6
57
38.8
59
.4
23 90 .1
ITmedia
35.6
33.9
.1
22 49 .4
Gizmode
33.9
30.5
30.4
38.8 29.1
23.5
26.9
21.6
24.4
26.9 29.1
21.6
N=
3301.46
男性2 0 男性3
0 男性4 0
男性×年代別
代以下
代
代
男性2 0 男性3 0 男性4 0
20
30
57 代 59 代 67
代以下
Q1_職業
全体と比較 ■＋10以上　■＋5以上　■-10以下
19.4
17.6
36.2
5210
43.2
58
20
19.7
74
132-30
36.2
34.5
43.2
39.2
19.7
18.9
--
34.5
20.7
39.2
27.0
18.9
18.2
--
40.4
13.5
20.7
24.1
27.0
23.0
18.2
25.0
--
19.6
13.5
15.4
24.1
24.1
23.0
21.6
25.0
21.2
--
9.8
13.7
15.4
17.3
24.1
20.7
21.6
27.0
21.2
17.4
--
17.3
15.4
20.7
20.7
27.0
23.0
17.4
11.4
--
27.2
--
3301.46 43.2
57 19.7
59132
67
32.7
- 23.5
51 N= 36.2
52
5835.6
7438.8
32.7
34.6
34.6
40.4
051
32.7
.4 43.233.9
35.6 19.726.9
38.8 Itmedia
23.5
32.7
23 90 .1
34.6
36.2
34.5
39.2 18.9
-- 21.6
.1
33.9
26.9
21.6
34.6
22 49 .4
40.4
34.5
39.230.5 18.919.4Gizmode
- 17.6
20.7
27.0
18.2
-
.4
30.5
19.4
17.6
24.4
22 24 .5
23.7
25.4
19.6
Nikkei
BP
Online,
Nikkei
30.5 22.5
19.4(Nikkei
17.6 Business
40.4
20.7
27.0
18.2Trendy
- Net)
.4
22 24 .5
23.7
25.4
19.6
13.5
24.1
日経BP（日経ビジネスオンライン、日経トレンディネット）
.5
22.5
22 02 .9
20.9
.5
23.7
25.4
19.6
13.5
24.1
22 02 .9
20.3
32.8
9.8
15.4
24.1
東洋経済ONLINE
2
0
.9
20.9
2 0 .3
20.3
.9
20.3
32.8
9.8
15.4
24.1
22 00 .3
20.3
29.9
13.7
17.3
20.7
ハフィントンポスト
.3
12 60 .5
16.5 20.3
.3ZDNET
20.3
29.9
13.7
17.3
20.7
12 60/.5
23.7
16.4
9.8
15.4
20.7
CNET
.5
16.5
11 66 .1
16.1
23.0
23.7
25.0
25.4
-
20.3 Keizai
32.8 Online
9.8
Toyo
23.0
25.0
21.6
21.2
--
20.3
20.3
32.8
29.9
21.6 Huffington
21.2
27.0
17.4
-- Post
20.3
29.9
13.7
23.7
16.4
9.8
CNET/ZDNET
27.0 11.4
17.4
23.0
--
15.4
13.5
20.7
12.1
23.0
16.2
11.4
18.9
16.4
11.9
9.8
17.6
15.4
13.5
20.7
23.018.6
11.411.9 --Online
Diamond
12.1
.1 16.2
17.6
13.5
11 46 .6
10.2 18.913.4
21.6
9.6
12.1
10.3
16.2
12.2
18.9
19.7
.1
18.6
11.9
11 4614.6
.6
10.2
13.4
クーリエ・ジャポン（News）
12.0
17.6
21.6
13.5
9.6
12.1
16.2
18.9
CREA
Japon
.6 12.2
10.2 19.7
13.4 (News)
9.6
10.3
-- 21.6
11 24 .0
13.6
13.4
9.8
11.5
10.3
12.1
12.2
12.2
19.721.2 -12.1
21.6
9.8
9.6
11.5
10.3
12.220.3
19.713.4
1 92 .8
.0 12.2
13.6 12.1
9.8
7.5 -- 3.9
12.1
12.1
8.6
12.2
9.5
.516.118.6
23.7
11 6614.6
.1
ダイヤモンドオンライン
.6
10.2
12.0
11 24 .0
9.8
Forbes
Japan13.6
13.4
13.4
23.7
18.6
16.4
11.9
9.8
17.6
11.5
9.6
12.1
10.6
16.1
全体
40
N=
43.0
34.8
32.6
31
43
40.5
40
40.2
40
34
32
27
24
24.1---
50
4
21
16
The Japanese Edition of WIRED’s Strengths as a One-of-a-Kind Media
WIRED is a multidimensional media platform founded on the concept of “ideas & innovation” for the purpose of thinking about the
future of every aspect of society ranging from culture and science to business, medicine, and entertainment through the evolution of
technology. By expanding its media role and leveraging its strengths including its editorial power, its global network, its diversity, and
its multi-platform structure, WIRED is broadening its range of activities to embrace everything from information dispatch to
implementation.
Long-form
Story-
Story
Pitchfork
Consulting
Insight
Journalism
Story
Global
Magazine
Education
telling
Conference
EVENT
WEB
Ars
Multimedia
Technica
platform
The New
SNS
Yorker
Categoryless
WIRED
Award
Diversity
Genderless
Consulting
UK/US/
ITALY/GER
5
Strengths | 1. Storytelling: Weaving the Context
WIRED is not a medium that merely creates contents in line with trends or in order to create a buzz or generate high newsworthiness. On the contrary,
WIRED reports on the essence of its subjects, or in other words, it tells stories about goods, objects, people and services in which we can sense ideas
and innovation. WIRED edits the ideas, thoughts and philosophies that companies and brands really want to convey to the public from a unique WIRED
perspective, and delivers them to its readers in a form incorporated into a contemporary context.
Long-Form Journalism
Combining a unique perspective with the writing ability
of first-class journalists, WIRED deploys magazine and
website contents that provide a sense of the true charm
of long-form journalism, which has become rare in
modern Japanese newspapers and magazines. This
journalistic fare comprises masterful articles including
translations of articles from the overseas editions of
WIRED.
News / Story / Insight
All the articles on the WIRED website WIRED.jp are grouped into one of three broad
categories, namely “NEWS”, which report on events that are happening currently;
“STORY”, which tell about the background to events; and “INSIGHT”, which integrate and
study the above two things. Moreover, with its long-form stories, WIRED has realized a
website design that allows readers to absorb themselves in the articles thanks to a
special design format. The unusually long average sojourn time users spend reading the
long-form stories at WIRED.jp demonstrates that the website is adept at capturing and
holding its readers’ interest.
6
Strengths | 2. Global Brand: Published in Five Countries Around the World
Founded in the United States in 1993, WIRED is currently published
in five countries around the world after adding national editions in the
UK and Italy in 2009, Japan in 2011, and most recently in Germany
in October 2014. Through this expanding global network, we report
on the innovation and ideas that are creating the future. By providing
exclusive information that other media cannot publish, WIRED
stimulates its readers’ desire to learn, and this contributes to diffusing
important knowledge, memes and messages.
UK
US
Italy
Germany
7
Strengths | 3. Diversity: A Wide Variety of Original Contents
These days, technology serves as an intermediary between all kinds of things. Accordingly, the contents WIRED picks up don’t fall neatly
into distinct narrow categories. Diversity of contents is one of WIRED’s most distinctive features, not only for new product and other topical
information, but also in the breadth of its coverage, which extends from lifestyle, business, music, education and politics to games, art,
design and sports, as well as to science and literature. With highly diverse contents that appeal to a wide range of tastes and interests,
WIRED attracts all kinds of readers and users from students to business people who possess decision-making authority.
# Technology
# Blockchain / # Bitcoin
#Government
#Music
#Verbal / #Communication
# Innovation / # Innovator
# A.I / # Robot
#Work / #Workstyle
# Startup
# Gadget / # IoT
# Space
# Vehicle / # mobility
#Education
#Money / #Finance
#Fashion
#Movie / #Culture
#Art / #Design
#History
#Health /# Food
#Biotechnology
# Software / # Web
# Future City
#Energy
#Game / #Anime
#Travel
WIRED’s contents are not limited to narrow categories.
Rather, WIRED is a medium that takes up subjects in many different categories that mediate technology.
8
Strengths | 4. Multiplatform: Using Optimal Combinations to Provide Solutions
WIRED is a multiplatform medium deployed as a magazine (published 4 times per year; print circulation: 50,000 copies), website
(renewed daily; attracts 9,000,000 PV and 2,650,000 UU per month), SNS accounts (Facebook likes! Twitter 282,000 followers), events
(over 40 distinct events held each year), a school business (a collaboration project with Digital Hollywood), and a consulting business
(started in 2015). By combining elements from across this multiplatform medium, we provide customized solutions that effectively deliver
the messages our clients and suppliers wish to convey to the audiences they want to reach.
Magazine
Website
Events
SNS
A Medium that Identifies the Essence
of Fashion
A Place for Acquiring Knowledge of and
Perspective on the Era
Leading-Edge Themes Presented by
a Troop of Dazzling Speakers
Attracting More than 400,000
WIRED Followers
Award
R&D
Education
Consulting
Travel
Creating the Creators of the
Next Era
A Forum for Research, Education,
Experimentation and Implementation
Nurturing the Next Generation
of Business People
Effecting Change from “Inside”
the Enterprise
Travel Creates the Future.
Create the Future of Travel.
9
Multiplatform: WIRED Magazine—
A Medium that Identifies the Essence of Fashion
Founded in the United States in 1993, WIRED magazine is currently published in five national editions
and ranks as the world’s most influential technology medium. Condé Nast took over the Japanese
edition of WIRED by simultaneously launching a revived print magazine and website in June 2011.
Through the lens of the evolution of technology, WIRED reports on virtually every aspect of society,
from culture to science, business, medicine and entertainment, with in-depth articles that provide
substantial reading material as well as beautiful design and visuals.
WIRED is a general medium that attempts to discern the future contours of tomorrow’s society by
thinking deeply about how technology can change the future and what the era demands of technology.
2017 Publication Schedule (published 4 times per year)
• Vol. 27: On sale Friday, February 10, 2017 /Special Feature 1: “Science”
• Vol. 28: On sale Saturday, June 10, 2017/Special Feature 1: “Manufacturing”
• Vol. 29: On sale Saturday, September 9, 2017/Special Feature 1: “Africa”
• Vol. 30: On sale Saturday, December 10, 2017/Special Feature 1: “Sci-Fi”
Advertising Rates
R.O.B Single Page
¥1,500,000
R.O.B DPS (Double Page Spread)
¥3,000,000
Gatefold
¥8,000,000
First DPS (Double Page Spread)
¥4,000,000
Second DPS
¥3,800,000
DPS before T.O.C
¥3,600,000
Single Page facing T.O.C 1
¥2,000,000
DPS between T.O.C
¥3,500,000
Single Page facing T.O.C 2
¥1,900,000
DPS after T.O.C
¥3,300,000
Single Page facing Editor's Letter
¥1,800,000
Single Page facing Column
Vol.26
WIRED TV
Size
Insertion
Print format
No. of pages
Insertion size (H × W)
Single
Page
4-color offset
1
260㎜×210㎜
¥1,700,000
DPS
4-color offset
2
260㎜×420㎜
Inside Back Cover (Third Cover) Single Page
¥1,500,000
Back Cover (Fourth Cover)
¥2,500,000
Back
Cover
4-color offset
1
245㎜×200㎜
10
Multiplatform: The WIRED Website (http://wired.jp/)—
A Place for Acquiring Knowledge of and Perspective on the Era
STORIES
INSIGHT
Stories about What’s Going On Now
Examining What’s Going On
SPECIAL
Article Design with a Sense of Immersion
The WIRED website was opened at the same time as the magazine
was relaunched in June 2011. The site publishes a rich blend of
Japanese translations of overseas articles sourced primarily from the
other national editions of WIRED plus original articles from Japan.
Beginning with the latest technology news our readers are interested
in learning about, the site includes study articles for edification as well
as substantial reading in the form of long story-type features. The
articles are divided broadly into three types under the headings of
“NEWS”, “STORIES”, and “INSIGHT”, and the site is renewed every
day.
9,000,000 PV/Month
2,650,000 UU/Month
SERIES
Serial Articles by a Flamboyant Writing Team
NEWS
EVENTS
The Latest Digital News
Event Notification and Report Articles
Media Partners
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Multiplatform: WIRED SNS (Facebook, Twitter, Google+, LINE)—
Attracting More than 400,000 WIRED Followers
WIRED reaches out to its audience of over 400,000 WIRED followers via its ID membership program, a mail magazine delivered
weekly to registered mail magazine members, and communication with the followers of its official SNS accounts (Facebook, Twitter,
Google+). Moreover, WIRED started up an official LINE account in November 2016. WIRED employs these SNS channels to
communicate with its audience and keep them up to date with the latest articles and event information.
109,000
282,000
56,700
Likes!
Started in November
2016
ID Membership
Followers
16,000
Members
Mail Magazine
Followers
13,000
Copies Dispatched
※As of December 2016
12
Innovators and Business Partners Talk About the Appeal of the
Japanese Edition of WIRED
WIRED has moved beyond the range of
contemporary mass media. I think WIRED is the
very thing that is creating the future.
—Seiichi Saito (Representative, Rhizomatiks)
There are many magazines that like to change their
themes, but WIRED is unique in that it maintains a
consistent stance while covering genres a wide range of
fields. WIRED is the only magazine that keeps to a
stance of introducing “new information surrounding
technology” as it is, and that also introduces even cultural
genres.
—Tofubeats (Music Producer)
In a word, WIRED is peerless. Going further, it is a
medium that I would feel proud to see published far into
the future. To be more precise, WIRED possesses the
overwhelming editorial power to polish the essence of its
writing until it shines, along with a really cool design
capability to drive its contents into both the right and left
brains of its audience. And more than anything, it is
unparalleled as a world-leading brand.
—Yoshiki Ishikawa (Preventive Medicine Researcher)
WIRED doesn’t lean either toward the establishment or
toward cynicism. Whoever the other person may be,
WIRED tries to think together flatly about “what should
we question now” and acts as an important partner in
translating this into action.
—Chiaki Hayashi (Co-Founder & Representative
Director, Loftwork)
Our ministry has to take risks actively by attempting to visualize how the world
economy and the Japanese economy will be in the future, and I hate to admit it
but whenever I read WIRED I am continuously attracted by the worldview, the
technological trends, the lifestyle, and image of society that the Japanese Edition
describes. Also, I am reminded that WIRED implicitly points out the
inadequacies and the narrow field of view of our own discussion contents.
—Toshimichi Matano (Deputy Director, Service Affairs Policy Division and
2020 Tokyo Olympics and Paralympics Project Team, METI)
I think WIRED is a medium that presents us with possible futures and leads its
readers to more essential thinking. It asks what is essential innovation from a
cultural and social viewpoint, and this is what differentiates it from other
technology-focused media.
In the course of our work as advertising agencies, we provide solutions to match
the agendas set by our clients. But WIRED poses sharp questions on what
issues are worthy of challenging. WIRED raises the viewpoints of those of us
who are constantly pressured by immediate issues. Such questions lead us to put
forward even more essential ideas.
I think WIRED is more of a social movement and a platform for reform than a
magazine. I want WIRED to function as an incubator for creating waves of
change by providing a common language for people who seek change outside of
existing frameworks.
—Shusaku Hirota (Communication Designer, Dentsu)
Shoichi Arisaka (President & Representative Director, TechShop)
What we are doing is “manufacturing”. Manufactured things are bornmore or less
out of the desire to fulfill some mission. We are conducting events and workshops
together with the Japanese Edition of WIRED, and we consider this work as
being aimed at clarifying our mission in respect of these manufactured things.
TechShop is a project for the purpose of incubating a community together with
the surrounding town. I am hoping we can implement a rather large-scale
approach (should we call it an event or a workshop?) together with the people
involved in the town stretching over the course of several months or years.
13
Case Studies
“The Editorial Ability to Convey the Essence Can Change the Audience’s Behavior.”
The power to interpret context is one of WIRED’s strengths. We conducted an attitude
change survey using Macromill survey monitors to assess their views before and after
reading certain editorial and tie-up articles. The survey reveals changes in company and
brand images in all fields including luxury goods, IR services, and gadgets. Based on
these results, we can say that the editorial ability to make readers understand the essence
by making it hard for them to simply skim through the articles is the biggest strength of
WIRED.
I think it’s innovative.
Reader Comment
24ｐｔ
I got a strong impression that this
enterprise is changing in keeping
with the times. (Male in their 30s)
+18
6ｐｔ
BURBERRY
Source: Oct 2016/Survey of changing attitudes before and after reading WIRED.jp articles
(Subjects: Macromill monitors; n108）
Before
I think it has technological power.
32ｐｔ
+26
6ｐｔ
THE NORTH FACE
Before
After
I think it’s innovative.
I think the research power of a
brand that remains at the forefront
and the flexible attitude they take
toward materials add up to a
fantastic business effort. (Male in
their 20s)
+11
8ｐｔ
IBM JAPAN
Before
+36
4ｐｔ
iRobot
Before
19ｐｔ
+16
3ｐｔ
BACARDI JAPAN
Before
Reader Comment
26ｐｔ
+24
2ｐｔ
Deloitte Digital
Before
After
I think the quality is good.
After
After
I think it’s oriented toward the
future.
I felt that this would be a key to the
process by which robots will be
introduced more widely in modern
society. (Male in their 20s)
Reader Comment
19ｐｔ
Reader Comment
I think it has leading-edge technology.
40ｐｔ
After
Although I had an image of a serious
company, after reading this, I feel the
company has a corporate philosophy
of trying to create a future with
various possibilities and with an
unconventional attitude. (Female in
their 40s)
Reader Comment
While I hadn’t heard of this company
before, I had a good impression
because its way of working is
unconventional and because of its
proposals about what is necessary
for the future. (Female in their 40s)
After
I think the products are unique.
Reader Comment
Unconsciously, I strongly wished to
drink a gin and tonic. I am in
sympathy with the company’s
approach to trying to verify this
scientifically. This content was very
interesting.（(Male in their 30s)
18ｐｔ
+15
3ｐｔ
ADASTRIA
Before
After
Reader Comment
Before reading the article, I had a
vague idea that this company was
doing something new, but after
reading, I realized that the
company is advanced and global.
(Male in their 20s)
14