The developed network has brought a huge impact to Japan's traditional media in recent years. Newspapers, in particular, have continued to see a sharp decline in subscribers and see no prospect of improvement.
According to the "Newspaper Circulation and Household Number" published by the Japan Newspaper Association, the circulation of ordinary newspapers in Japan in October 2022 was about 28.69 million, more than 10 million copies less than five years ago. The situation is also grim for sports newspapers, with about 2.15 million newspapers in October 2022, more than 1.2 million fewer than five years ago.
However, the vast majority of sports newspapers have not yet developed to the point of being unsustainable because they are ordinary newspaper series and backed by large newspapers. For example, Sankei Sports is published by Sankei Shimbun, Mainichi Sports is published by Kobe Shimbun, and Tokyo Chuichi Sports is published by Chuichi Shimbun Tokyo Headquarters. In addition, sports newspapers are a series of the Yomiuri Shimbun, Nikkan Sports is a series of the Asahi Shimbun, and Sports Japan is a series of the Mainichi Shimbun.
On the other hand, there are also sports newspapers that have no such backing at all, you know? Tokyo Sports (hereinafter referred to as "Higashi no Fuki") was loved for its sensational reports, and some even said that "there is no accurate report other than the date". Higashi no no Horse Racing and Sports reports are now in demand and are often read after the official website was redesigned in '22, but they were forced to fight rather severe battles in the winter era of newspapers.
In fact, in 2021, Higashiスポ set a record loss of about 2 billion yen, and decisively carried out large-scale layoffs. It's just that under such circumstances, few people know that East Kick is struggling with new businesses in order to survive. What is the attempt to fight as an "independent department" without the backing of the media?
"Higashi gyoza" that sells 100 million yen a year
The first thing Higashi noticed was the sale of dumplings. In fact, the dumplings sold by Higashi スポ "Higashi スポ饺子" have been well received since their release in 2021, and according to a reporter from a large newspaper, "it is said that the key is gyoza".
If you know the people who know the Higashi スポ in previous years, the Higashi スポ "Dumplings have begun!" Maybe it sounds like a joke. In order not to show people who know people the past articles published by Higashi スポ introduced on "Wikipedia", articles with such titles appeared. "Madonna's hemorrhoids?" The life of the human-faced fish is in danger", "Ohita was killed", "Hussein was killed by the US military", "Hanshin supervises Ryutaro Ueoka in the next period", "Alien fossil excavation", "UFO who wastes the earth's electricity on thieves or power lines". ”
Regarding the start of the dumpling business in Higashi スポ, the reporter interviewed relevant people of Higashi PO East スポ. "The sale of dumplings has been around since a while ago. It is already a well-known fact that the circulation of Higashi Spo Higashiスポ has decreased, and it is not so easy to turn over. Therefore, as a new attempt within the company, the sales of gyoza are also hot. There are sales of about 100 million yen per year, and it is hoped that the reduced issuance will be filled. ”
Speaking of which, why dumplings? The answer is that the cadres of Higashi no Duo had a flash of inspiration and created a cycle with the characteristics of Higashi スポ that "when you think of newspaper racing, you think of horse racing, you think of beer, and when you think of beer, you think of dumplings". It is said that the project of selling gyoza was realized in one go. Indeed, according to this line of thought, the birth of Higashi スポ dumplings may be inevitable.
Recently, festivals related to gyoza have been held in various places, and gyoza is considered one of the favorite dishes of the Japanese. A household survey published by the Ministry of Internal Affairs and Communications also reported the "purchase amount of dumplings per household". Therefore, Higashi joined forces with Yamato Foods, a food manufacturer in Utsunomiya City, Tochigi Prefecture, and started selling gyoza.
The taste of gyoza is also well received. They insist on using domestic garlic, using garlic from Aomori Prefecture, which can be purchased at up to 10 times the purchase price compared to foreign garlic. It is also said that ingredients such as pork and vegetables are limited to domestic production. It can be purchased on a dedicated online store website called "Dongsu Foods".
After the release, a publicity campaign was actively carried out, and many readers may have heard of the existence of Togyozha. And in November 2022, the book "The Miracle of Rising the Dead and Resurrecting Higashi スポ Dumplings" was also published, making full use of the advantages of movable type publishing houses. However, from Higashi's impression, this book looks a little "disgusting", but in fact, it is a "success story" style book.
Higashi スポ, who is also constantly attacking outside of his job
And the food sold by Higashi スポ is not only dumplings. Perhaps because of the success of dumplings, he tasted the sweetness and began to expand further.
For example, fried chicken nuggets. And the taste of this fried chicken nugget has been well received and commended. Citing a report on "self-selling and boasting" posted on Toki's website, "The award ceremony for the 13th Fried Chicken was held in Tokyo, and the ramen shop 'Motojo Sapporo Store' in Shinagawa-ku, Tokyo, which operates 'Higashi スポ Fried Chicken', said that 'in the East Japan Soy Sauce' Division' won the Gold Award'."
In addition, "like gyoza, it is combined with three times the amount of garlic (produced in Aomori Prefecture) used in general fried chicken. The meat is a 'small shoulder meat (chicken belly)' that is rare from Japan, and the juicy peach meat and the good-tasting breast meat form a 'good place' taste. ”
In addition, as a limited sale, "Higashi スポ Grilled Chicken Flavored French Fries" was also released in November 22. As a cooperative product, potato chips were also sold, and Higashi no no other than the main business also launched an offensive.
In addition, we have developed "Higashi no Shocking Limoncello", "Higashi スポ Stick Dumplings", "Shikaku Dumplings with Chili Pepper", and even Osaka Sports (Kansai version of Higashi スポ) brand "Potato chips 'mud boiled flavor'". "It seems that it is scheduled to go on sale.
We often hear that it is necessary to succeed in the face of adversity, but Higashi no Yoko, who stood up for the survival of the newspaper and succeeded, is also helpful to business people. The new products of the Higashi brand are also being actively launched, and it is worth paying attention to how they will change in the future.
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