英字新聞「THE DAILY YOMIYRI」にシニア雑誌をコメント
20004年1月17日
 
 
読売新聞が発行する英字新聞「THE DAILY YOMIURI」2004年1月17日付の記事にコメントしています。
この記事のタイトルは「What do middle-aged men want?」で、中高年男性は何を求めているか、その世代を狙った雑誌が続々と創刊されたが、試行錯誤の状態だという日本のシニア雑誌ブームについて解説したものです。

この中で、松本すみ子のコメントは、下記のように紹介されています(抜粋)。

According to Sumiko Matsumoto, a consultant on issues related to careers, women and seniors, there was a small boom in the publication of such magazines in 2000 and 2001. Matsumoto, who also writes about these issues on the Web site ALL About, said the magazines met the needs of people who suddenly realized they know nothing about leisure or hobby activities because they had worked frantically at companies during the period of high economic growth.
 A study group on the senior market, organized by the Tokyo Chamber of Commerce and Industry's distribution committee, found in a survey last year that more than 70 Percent of 400 men aged 50 to 65 wanted to enjoy hobbies and leisure. But a survey conducted in Tokyo's 23 wards on business providing leisure and hobby services and products found that only 30 percent of them catered to market.
 In that respect, the magazines may be filling the niche perfectly. But Matsumoto said it would be suicidal for magazines to offer them only superficial information, treating today's middle-aged readers the same as their elders.
 "As a generation exposed to many social changes, ranging from the student movement of the 1960s to new fashions like jeans, they have spent their lives assimilation new information and points of view. So they will stop buying magazines once they find they offer no more than a whiff of how to enjoy life," Matsumoto said.

 
 
 

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