Saylor Advertising

Basic Information

Stock Code
2156
Industry
Services
Category Detail
Advertising
Prefecture
Kagawa Prefecture
Establishment Year
March 1951
Listing Year
June 2007
Official Website
https://www.saylor.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Chugoku Advertising, Gendai Agency, Hakuhodo DY Holdings, Technomasema, Temona, Dentsu Group, Hope, AKIBA, Hyojiden, Aiga

Overview

Saylor Advertising is an advertising agency founded in 1951, operating primarily in the Shikoku and Chugoku regions, holding the top regional market share and possessing various related subsidiaries.

Current Situation

Saylor Advertising recorded standalone sales of approximately ¥7.5 billion and consolidated sales of approximately ¥9.2 billion in the latest financial data, boasting top-class market share in the advertising agency industry in Shikoku and the Chugoku region. Its main business is advertising agency operations, centered on proposals for advertisements in newspapers, television, radio, and publications, along with media representation. It has numerous subsidiaries handling regional magazines and advertising production, establishing a regionally focused sales structure. In recent years, it has partnered with an agency in Hiroshima Prefecture to expand its regional presence and is strengthening Web media development and digital advertising to adapt to the modern diverse media landscape. Sustainability information is limited in public disclosures, but it fulfills social responsibilities through community contributions and collaboration with local media. In the medium to long term, it aims for growth by leveraging regional strengths, expanding into digital domains, and diversifying. Clear sales stand at approximately ¥9.2 billion (consolidated), supported by a stable management foundation, with 150 standalone employees and 190 consolidated.

Trivia

Interesting Facts

  • Holds the largest share among advertising agencies in the Shikoku region.
  • Owns subsidiaries publishing local magazines 'Awawa' and 'Gong' for regional closeness.
  • Transitioned from Tokyo Stock Exchange JASDAQ to Standard market.
  • Strengthened regional strategy through business tie-up with Hiroshima agency.
  • Established in 1951 with longstanding headquarters in Takamatsu.
  • Representative Director and President Yoshinori Murakami guides stable management.
  • Deploys diverse media production centered on regional advertising.
  • Maintains sales bases in Kagawa, Okayama, and other Chugoku-Shikoku areas.
  • History of proactive shift to digital from long-standing print media experience.
  • Maintains stable customer base even during sudden market changes.

Hidden Connections

  • Subsidiary publishing regional magazines holds a unique position in the local ad market.
  • Invests in the operator of Shikoku Island League plus, contributing to regional sports promotion.
  • Long-term collaborations with local governments provide strength in regional event advertising.
  • Expanded business area to Chugoku region through alliance with Hiroshima's Daiichi Agency.
  • Continues promoting IT transformation of print media for revenue diversification in regional media.
  • Contributes to regional revitalization through ad planning in collaboration with local companies and chambers.
  • Explores cross-industry collaborations for new business development.
  • Improved financial transparency and management stability since Tokyo Stock Exchange listing.

Future Outlook

Growth Drivers

  • Revenue growth accompanying digital advertising market expansion
  • Recovery in ad demand from local governments and regional companies
  • High demand for localized marketing
  • Development of advertising solutions using digital technology
  • New customer acquisition via Web transformation of regional magazines
  • Regional share expansion through new partnerships and M&A
  • Revival of event advertising and promotion market
  • Strengthened cross-media advertising strategy deployment
  • Advertising technology adapting to diversifying consumer behavior
  • Advanced ad effectiveness analysis technology
  • Active support for regional sports promotion
  • Service diversification responding to customer needs

Strategic Goals

  • Achieve over 80% ad share in Shikoku and Chugoku regions
  • Raise digital ad sales ratio to over 50%
  • Build integrated platform of regional magazines and Web media
  • Enhance CSR activities to increase community contributions
  • Maximize ad effectiveness through diverse media collaboration and AI utilization
  • Revenue diversification via entry into emerging markets and new business development
  • Efficient organizational operations through work-style reform and DX promotion
  • Contribute to sustainable regional economic development
  • Advanced ad creative production capabilities
  • Maintain and strengthen corporate culture of growing together with the region

Business Segments

Advertising Agency Operations

Overview
Provides comprehensive services from advertising planning to media arrangement and production support.
Competitiveness
Regionally rooted advertising rollout and strong partnerships with diverse media outlets
Customers
  • Local governments
  • SMEs
  • Large corporations
  • Media stations
  • Publishers
  • Event organizers
  • Retail businesses
  • Service industries
  • Tourism businesses
  • Restaurants
Products
  • Advertising planning
  • Media planning
  • Creative production
  • Advertising agency sales
  • Digital marketing
  • Event promotion
  • Regional magazine publishing
  • Video advertising production
  • SNS marketing
  • Market research

Publishing Business

Overview
Conducts regionally focused free paper issuance and advertising sales.
Competitiveness
High regional closeness and information dissemination power
Customers
  • Advertisers
  • Retail businesses
  • Restaurants
  • Real estate companies
  • Regional organizations
  • Tourism businesses
  • Event operations
  • Local governments
Products
  • Regional information magazines
  • Free papers
  • Advertising space sales
  • Event information listings
  • Regional collaboration planning

Digital Marketing

Overview
Advertising strategy support services leveraging digital media.
Competitiveness
Collaborations with regional media and extensive track record
Customers
  • SMEs
  • Service industries
  • Retail businesses
  • Local governments
  • Event organizers
Products
  • Web ad delivery
  • SNS advertising
  • Video production
  • Content marketing
  • SEO measures

Event Promotion

Overview
Deploys advertising and planning services to revitalize regional events.
Competitiveness
Deep understanding of regional communities
Customers
  • Local governments
  • Chambers of Commerce
  • Regional organizations
  • Corporations
  • Tourism associations
Products
  • Event planning and operations
  • Advertising sponsor proposals
  • Venue design
  • PR support activities

Media Production

Overview
Provides content production services for various media types.
Competitiveness
Production capabilities adaptable to diverse media
Customers
  • Advertising agencies
  • Publishers
  • TV stations
  • Radio stations
  • Corporations
Products
  • Video production
  • Audio ad production
  • Printed material design
  • Website development

Competitive Advantage

Strengths

  • Top regional share in advertising agency network
  • Diversified operations through numerous related subsidiaries
  • Credibility from Tokyo Stock Exchange Standard listing
  • Deep customer relationships from long-term regional focus
  • Expertise in multi-channel advertising deployment
  • Flexible adaptation to digital advertising
  • Stable revenue base
  • Expansion into regional magazine publishing
  • Strong ties with regional media
  • Experienced creative production capabilities
  • Support system for small and medium-sized enterprises
  • Effective event promotion skills
  • Proposal strength based on regional market understanding
  • High sales and service delivery capabilities
  • Solid management foundation

Competitive Advantages

  • Overwhelming market share in Shikoku and Chugoku regions
  • One-stop service provision through multiple affiliates
  • Powerful network of regionally rooted advertising media
  • Stable financial base from Tokyo Stock Exchange Standard listing
  • Customer base expansion via regional magazines and Web media
  • Long-term trust with local companies and municipalities
  • Flexible and swift advertising proposal and execution capabilities
  • Enhanced integration of traditional mass media and emerging digital media
  • Regional revitalization support leveraging event promotion know-how
  • Regionally attuned creative production setup
  • Customized services tailored to SME needs
  • Reliability backed by extensive track record
  • Specialized knowledge and effective implementation for regional advertising
  • Business diversification enabling flexible response to economic changes
  • Digital strategies adapting to regional media transformations

Threats

  • Market penetration by major national advertising agencies
  • Intensifying competition in digital advertising market
  • Decline in ad demand due to regional economic stagnation
  • Price competition from new entrants
  • Acceleration of media consumption shift to online
  • Challenges in effectiveness measurement amid media diversification
  • Risk of event cancellations due to pandemics like COVID-19
  • Revenue decline from print media retreat in regional magazines
  • Increasing demand for immediate ad effectiveness
  • Difficulties in talent acquisition and development
  • Constraints on ad expressions from regulatory tightening
  • Ad budget reductions due to economic fluctuations

Innovations

2023: Digital Advertising Domain Strengthening

Overview
Expanded localized Web advertising services and SNS advertising.
Impact
Digital sales ratio increased to about 20%.

2022: Business Alliance with Hiroshima Agency

Overview
Partnered with Daiichi Agency to promote area expansion and synergy creation.
Impact
Stock price hit daily limit high, contributing to strengthened regional rollout.

2021: Web Media Ad Delivery System Renewal

Overview
Updated ad delivery technology to improve targeting accuracy.
Impact
Achieved improved ad effectiveness and new customer acquisition.

2020: Transition of Regional Magazines from Print to Web

Overview
After suspending print editions, focused on Web dissemination to increase viewership.
Impact
Improved Web ad utilization rate among advertising clients.

Sustainability

  • Community activation through regional information dissemination
  • Promotion of paper consumption reduction for lower environmental impact
  • Advancement of disability employment and work-style reforms
  • Regional revitalization support through collaborations with local governments
  • Internal initiatives for gender equality and diversity respect