Preparations have started by the Preparatory Committees for the 40th Anniversary Convention scheduled for May 2008. Several meetings have been held to arrange for the general meeting, the party and the excursion trip. The venue for the general meeting will be determined soon. The Neon Art Exhibit Executive Committee has already selected the venue and started discussing details. The Memorial DVD Production Committee has started discussion with production companies based on the experience from the 30th anniversary video production. Please refer to the “Message” column of this issue with regard to the contents of each event. All committee members will be working hard to organize successful events.

In spite of strong opposition by related industries, the Kyoto City Assembly unanimously approved six ordinances with regard to the new environment policy for the city on March 13, 2007. After the assembly action, Yorikane Masumoto, Mayor of Kyoto, said that the enforcement of these regulations would start as of September 1st. Accordingly, rooftop advertising and blinking illumination will be totally banned in the city. Advertisements that do not meet the regulations will be revised or removed. The new regulations restrict not only advertising but also buildings, e.g. height. Strong opposition by NIKKOREN, the All Japan Neon-Sign Association, real estate businesses and related industries did not succeed in blocking the ordinances.

Protest rally against new regulations by citizens and industry people on March 1 in front of Kyoto City Hall (Kyoto Shimbun Website)

On February 20, Dentsu Inc. (Tateo Mataki, President & CEO) issued their report “2006 Advertising Expenditures in Japan” in which total advertising expenditures by media and by type of business were estimated. Total advertising expenditures were \5,995.4 billion, a 0.6% increase over the previous year and an increase for the third consecutive year. The outdoor advertising expenditure was \273.8 billion, a 3.5% increase over the previous year and an increase for the first time in two years. Dentsu’s analysis attributed the increase to renewal of advertising boards by the automobile and cell phone industries that is taking place all over Japan. More neon signs were removed than built in recent years but this trend was reversed in some cities as more businesses started reinvesting and the price of advertising spaces decreased. The number of neon signs constructed showed a decrease but the construction of advertising boards using LED is increasing, although still quite limited. This resulted in an increase of the average cost per location. It is estimated that total advertising expenditures in 2007 will exceed the \6 billion level, \6,613 billion or a 1.1% increase over 2006.