I wrote about "Courrier International", a magazine that launched 15 years ago in Paris, once in this column about three years ago (Out of Tokyo vol. 53). It’s a unique paper that buys news from more than 1,000 local media (newspapers and magazines) in over 100 countries around the world, and publishes French translations of the respective stories. Following the Portuguese edition that started last April, the Japanese version was launched on November 17.

 

As I wrote three years ago, the idea of "Courrier Japon" isn't new, but as I learned from Suzuki Hidenobu, a founding member of "International" and "chef du service Asie", it hadn't been an issue "for a few years", as I put it, but in fact "came up shortly after the launch of the 'International' edition". Suzuki further explained that "unfortunately that was just after the downward spiral of the Japanese economy began, so the plans were shelved for financial reasons." However I venture to question that it was only "financial" reasons, because I'm seriously wondering how many people in this country are really interested in a constant supply of international news. For this reason, the sudden realization of the plan came as a major surprise.

 

The inaugural issue costs 480 yen, and the cover shows an Ukiyo-e-style illustration of "warrior" Koizumi Junichiro. "Sekai ga mita Koizumi — how the world sees Koizumi" is the title, and the list of contents includes such headlines as "The multinational world of Murakami Haruki: an interview with the New York Times", "Matsui Hideki’s third year in the Major League" and "How Spain is concerned about the future of Princess Aiko". In order to curry favor with "the world’s most domestic-oriented nation", the selected feature stories are all related to Japan, and since the magazine is issued by a publisher as huge as Kodansha, such consideration seems just natural. Other articles wouldn't sell, and the publication wouldn't attract advertisers. Well, that’s the way it goes…

 

That’s what I thought after volume one, but with a look at the contents of the next issue that’s going to hit the stands in two weeks came the next surprise. On the cover are the portraits of 12 ladies, all making such weird faces that one feels like changing that issue’s main title altogether: "Women at the controls: Rice vs. Hillary + 10 female leaders". The second big feature carries the title "Hunt down bin Laden!"… Inside are an interview with Miyazaki Hayao, and the "imperial family" as featured in "Le Monde", but compared to the first issue, Japanese topics are clearly on the decrease, as a result of which the magazine has indeed taken on the air of "international journalism". In addition to the Miyazaki interview there are a number of columns on cultural topics that definitely attract people like myself, and a fairly good choice of articles including architect Renzo Piano’s comment on the riots in Paris, a critique of the building in Torino commonly known as "Isozaki Palace", and a conversation between Salman Rushdie and Paul Auster.

 

I found that quite interesting and called up chief editor Koga Yoshiaki. Koga was born in 1964. After working for such yellow press publications as "Shukan Gendai" and "Friday" he went to France in 2001 as part of his company’s studying-abroad program. Back in Japan his plan "to launch a new magazine was selected as a company-internal project", and he was "suddenly appointed editor-in-chief of the new publication even though unexperienced as a chief editor", as is to read in the "editor’s diary" on the company’s blog site. Koga is also a photographer who published two photo books on volcanic disasters and the Aum Shinrikyo sarin attack. The inaugural issue contains among others a "Message from Courrier Japon" that asks provocatively, "Is America the world?", and phrases like "from wine to international politics".

 

Your magazine marks an obvious departure from conventional Japanese weekly journalism. How are the reactions in your company?

 

You'll know that other international news magazines, such as "Days Japan", "Views", or "Marco Polo" all failed, so it’s a great challenge for my company.

 

In the inaugural issue are advertisements for Louis Vuitton, IBM, Bulgari, and other overseas firms, as well as a lot of ads from national clients. What do your advertisers say?

 

The French and other foreign advertisers seem to like the magazine. Plus, although that’s not really advertising, the magazine is placed in the lounges of Tobu and ANA Hotels, branches of the three Japanese major banks, and on international JAL flights. At the moment we're supplying the magazines for free, but with JAL we're negotiating and hope that they will buy the copies starting next April.. I feel that they're all supporting us.

 

In volume two however only 11 of the 92 pages are advertisements, and if one includes tie-up stories the total page number of advertisements amounts to not more than 13…

 

That’s true… But we're actually not so much focusing our hopes on advertisements alone. According to our budget calculation, the magazine can survive if we get 12 to 15 ads per issue.

 

Really? (laughs) But I suppose it’s going to be expensive if you increase the number of exclusive stories like the Matsui interview…

 

Yes, maybe you're right. We do want to emphasize our originality, so if only the budget allows it we're planning to have more original features.

 

What kind of readership are you targeting?

 

The magazine is aimed at both male and female readers in their 30s and 40s, mainly from the metropolitan area. According to a reader survey, 50% of our readers are indeed of the targeted age group, while about 20% are in their 50s, and 30% in their 20s.

 

[ to be continued >> 129: Courrier Japon (part 2) ]