"Today, we are in an age of information overkill. People need media that can select information that is worthwhile and report that information in a fair and impartial manner. Newspapers are best suited to fulfilling this social mission."

"We must deal with the critical issues of timing and volume of information from our newspapers to place on the internet. Making too many articles available at no charge may reduce newspaper sales. On the other hand, providing articles on the internet is also an effective means of making more people aware of the quality of our newspapers, thus increasing circulation."
Japan's mass media companies are undergoing a dramatic upheaval sparked by the Information Technology revolution, says Mr Tsuruta. Internet, mobile telecommunications and digital television broadcasts are developing at a remarkable pace.

Nevertheless, "I am convinced that newspapers will retain their position at the heart of the mass media market," he says. "The positions of newspapers will not be eroded by the challenges posed by new technology. Newspapers are highly sophisticated information products."

Mr Tsuruta cited several advantages that newspapers have over other types of mass media: scanability, portability, the excitement of scoops and exclusives, their role as a source of news analyses and opinions.

Because of these advantages, the Nihon Keizai Shimbun, Japan's leading business newspaper, has made newspapers its core business. But since newspapers and other forms of media can be mutually beneficial, the Nikkei is making the internet "our second core business."

"Our top priority is becoming still more influential through the development of our newspaper business. Our basic strategy, therefore, is to develop internet, broadcasting and other business on this newspaper platform. I believe that newspapers and other forms of media can be mutually beneficial, and that we must grow in this direction."

The company's electronic media business, including its database operation, accounts for less than 10 percent of total revenues. "Our goal is to raise this to 20 percent," says Mr Tsuruta.

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