日本における マンガの消費スタイルの変化 일본에서 만화 소비 스타일의 변화 Changes in manga consumption styles in Japan 1 飯田一史Iida Ichishi（2024.10.5)

촬영 : 이이다 카즈후미 Characteristics of Japanese publishing: Integrated distribution of magazines and books For a long time, manga reading has been centered around magazines. Bookstores sell both magazines and books. Magazines have not typically delivered by subscription Since the 60s.

신인상 신연재 잡지 만화책 Magazine functions:①집객②선전③육성 3 ①retention Visit bookstores on each magazine release date. Customers who visit on magazine release days also buy books. ②promotion Promote new series and comic book releases in the magazine. ③incubation Discover new talent. Develop and nurture new works.

8 3 14 12 18 16 19 18 16 16 19 20 21 24 30 25 39 40 46 44 44 40 23 37 32 39 49 35 60 59 45 77 74 69 81 103 127 0 20 40 60 80 100 120 140 63 66 69 72 75 78 81 84 87 90 93 96 99 Trends in the Number of New TV Anime Broadcasts Anime Boom (우주전함 야마토,건담) 80s-90s:애니메이션 수UP → 만화 수요UP 1960s' 1970s' 1980s' 1990s' 2000s' 42% 52% 35% 30% 26% 50% 27% 36% 37% 33% 0% 0% 1% 4% 11% 3% 19% 17% 7% 8% 4% 2% 2% 2% 2% 0% 0% 6% 8% 13% 0% 0% 3% 12% 6% Changes in the Proportions of Source Works for TV Anime Original Anime Manga Game Novel Merch Others unknown 谷本菜穂、増田のぞみ、東園子、猪俣紀子、山中千恵「日本におけるテレビアニメ放映データの分 析－リストの作成とその概要－」甲南女子大学研究紀要. 文学・文化編 (50), 33-40, 2014を元に作成 Based on the work by Naho Tanimoto, Nozomi Masuda, Sonoko Higashi, Noriko Inomata, and Chie Yamanaka titled ‘Analysis of TV Anime Broadcast Data in Japan: Creation of a List and Its Overview,’ Konan Women‘s University Bulletin. Literature and Culture Edition (50), 33-40, 2014

잡지에서 연재 최신화를 읽는 '잡지파'(본지파)와 잡지는 읽지 않고 단행본으로 나올 때까지 기다려 읽는 '단행본파'로 나뉘었다 ①magazine readers (serialization readers) ②comic book readers 2 types of Manga readers

00s:The decline of magazines 만화책＞잡지 0 1000 2000 3000 4000 5000 6000 7000 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 size of the Japanese manga market Unit: 100 million yen Source: 出版科学研究所 comic book manga magazine The habit of reading manga regularly has broken.

00s:thrives on Rentals & Used Books ①Rentals (non-possessive consumption) Manga cafes (Internet cafes); reading in the store. Same as 만화방+PC방 Manga rental; Similar to대여점. These also operate as a new bookstore. ②Used Books/Discounted sales Book-Off; The Used book store chain sells relatively new comics. These types of businesses have declined since the 10s. https://www.bookoff.co.jp/shop/shop20033.html https://www.kaikatsu.jp/guide/ https://x.com/8210nTsutaya/status/1014346534849216512/photo/1

0 1000 2000 3000 4000 5000 6000 7000 8000 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 size of the Japanese manga market Unit:100 million yen Source:出版科学研究所 comic book manga magazine digital comic 10s:The rise of MangaApps & e-books 만화 앱 등장 사상 최대

Manga apps have made daily use routine. 9 Print Digital Manga Magazine Comic Book Manga Apps, Web Magazine E-book Example Sales Methods Bundle Single work, multiple chapters included Individual works, sold one chapter at a time Single work, multiple chapters included Update /Viewing Frequency Weekly or Monthly Every 2-4 Months Serialized Weekly. Read daily for free by waiting Every 2-4 Months Price Fixed Discounted

10 ②Selling many company's works. Effectively selling popular works ①Fostering new talent and new works Supporting until they become popular works. Distributing the latest episodes first 20s:A Division between ①publisher apps/sites and ②e-book stores 잡지형 서점형

Apps & web have replaced magazines, but print and digital coexist. 0 1000 2000 3000 4000 5000 6000 7000 8000 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 size of the Japanese manga market digital comic manga magazine comic book first medium print comic book e-book Single -chapter sale

Introduction years The Product Life Cycle of Manga-Based IP Growth Maturity Decline Media Magazine, Manga Apps Comic book, E-book Anime,Drama, GAME,theater 2nd,3rd season Years - 0-3 3-5 4-11 Revenue Small Moderate Huge Substantial Cost Pricey Inexpensive Expensive Costly Revenue Generated By the IP production cost Readers are flowing into manga from various media.

But, Japanese Kids and youth read less manga. 13 reading rate Of Manga Elementary Schoolers Middle Schoolers High Schoolers Adult s 1985 88% 85% 77% - 1995 85% 79% 65% 17% 2023Print 68% 60% 49% - 2023Ditital 15% 35% 49% - 出典:全国学校図書館協議会「学校読書調査」1986年版,1996年版、ベネッセ教育総合研究所「子どもの読書行動の実態 調査結果からわかること」2023年.Based on Japan School Library Association’s'School Reading Survey' editions from 1986 and 1996, and Benesse Educational Research Institute's 'Actual Reading Behavior of Children: Findings from Survey Results' 2023. 한국 초등학생 중학생 고교생 성인 2019만화책 74% 93% 59% 22% 2019웹툰 70% 87% 84% 20% 출처 : 문화체육관광부 '국민독서실태조사'2020.

Korean webtoons are 3-tiered 14 3rd:Rom-Com,HumanDrama suited for live-action 2nd:Romance Fantasy,Wuxia,Action 1st:Gags,Comedy,Essaytoon 3rd:Adap tation 2nd:Paid 1st:AD 복학왕 There are content and business models enjoyable for kids and youth without payment. Works that are widely read for free(1st), heavily monetized(2nd), and suited for adaptation(3rd) are distinct.

In Japan,Few Digital Comics For Kids & Teens 15 A major issue for the future of Manga industry. 0 1000 2000 3000 4000 5000 6000 7000 8000 2023 digital comic manga magazine comic book It’s skewed toward adults with high spending. 3.1 3.7 2.2 2.3 2.3 2.2 5.6 4.3 4.1 3.8 3.5 44.1 4.7 4.14 4.5 4.3 5.3 4.3 4.7 4.5 4.6 5.6 5 5.6 5.8 7.4 6.5 6 7.4 6.8 6.3 7.1 5.8 6.5 6.4 6.7 5.4 6.4 6.3 6.8 7.6 6.1 6.2 7.5 87.7 7.7 9.7 9.4 11.4 8.6 10 9.9 10.5 10.1 11.4 11.2 11.4 11.1 9.8 11.3 12.7 13.2 12.6 2.9 3.4 2.3 3 2.5 2.2 3.2 2.12.3 1.9 2.5 2.2 1.5 1.9 2 2.12.32.1 2.4 2 2.5 2 2 1.91.71.91.8 2.11.91.8 2.3 1.92.12.11.92.1 1.71.71.81.9 1.61.81.7 2.12.1 2.5 2.8 3.3 2.92.8 3.4 3.93.7 4.2 3.7 4.24.13.9 4 4.2 4.54.3 4.7 5.3 4.7 5.5 2.5 1.4 2.42.22.12.1 2 1.51.31.4 1.71.5 1.81.81.9 1.61.51.41.31.31.31.21.2 1.61.51.31.41.31.31.51.41.31.31.31.21.1 1 1 1.31.31.1 1.51.3 1.81.61.51.61.51.71.91.81.61.71.61.51.41.51.31.41.61.6 1.9 0 2 4 6 8 10 12 14 195519581960196319651967196919711973197519771979198119831985198719891991199319951997199920012003200520072009201120132015201720192022 Average books read per month is increasing, but the manga readership is declining. Source: SLA（Japan School Library Association） MS ES HS