The solution was to adopt a form of “extra edition” that the newspaper only circulates when urgent or important news happens, and deliver this value-added news to young people.

An ordinary newspaper wouldn’t appeal to young people who already don’t have much interest in newspapers so that we came to create one that would startle them and stimulate desire for and pride in the newspaper.

-From the next morning, the switchboard of The Asahi Newspaper was overwhelmed by a legion of callers wanting the newspaper.-The extra edition was broadcasted on many TV shows with media worth $1 million.-Right after the concert, the extra edition became such a huge topic on blogs, that even now 7 months after the concert, it continues to be sold at Internet auction at more than $100 per edition.

-Despite the recession in the newspaper industry, a ranking of corporate destinations for college graduates ranked up from 79th in 2008 to 64th in 2009.