We took the event about the ad on 1-3 Jan. 2009. In the event, we tie up with major CM contents, TV programs and multi clients to pump up the newspaper ad. We thought pumping up the newspaper ad can't do itself. This tie up breaks people's negative stereotypes which is “Newspapers ads can't be interesting.”In Japan, the most popular talent is the dog as father of “The white family” which is the character of a mobile phone company. We made interesting advertisements for “7 sponsors” by using that powerful character. These ads have been printed on the YOMIURI shimbun. Besides, the dog broadcasted on YOMIURI Shimbun's TVCM and told “Look at ads printed on the YOMIURI Shimbun”. The mobile phone's dog appears on 7 other company's commercials.

1/3 Japanese people watched this Ad event.Many people enjoy the newspapers ad and TVCM.The people who don't usually buy newspapers ran to buy the Newspaper to watch the interesting advertisement.YOMIURI Newspaper company won 7 clients thought the plan. Besides, many clients changed their mind that newspaper ads can be made interesting. The value of newspaper media has been improved.