This issue has been discussed ever since the former chairman Hirobe took over the post as chairman, and has been examined somewhat, albeit informally, during that period. Due to a slump in recent neon sign construction activities and advancement of new lighting devices, however, improvement of the industry structure has become an issue of vital importance. While some members demand a naming policy more suited for the association’s operating policy that has been adopted since Chairman Itano took the position, i.e., aiming to “master neon and exceed neon,” quite a lot of the members feel attached to the neon signs that they have been working for a long period of time.

The committee will address the issue with considerable care, attempting to reflect the opinions of as many members as possible.

The total advertisement expenses in 2005 (from January to December last year) were 5,962.5 billion yen, indicating an increase (101.8％ compared to the previous year) for two years in a row. The outdoor advertisement expenses, on the other hand, amounted to 264.6 billion yen, a slight decrease (99.2％ compared to the previous year), but mostly leveled off.

The Japanese economy in 2005 has recovered its vitality; it has managed to get out of the stagnant business conditions and is showing distinct signs of recovery, as consumer spending and private sector capital expenditures remained strong throughout the year and exports took a favorite turn as well. Accordingly, the total advertisement expenditures in the advertisement industry increased for two years in a row, driven by AICHI EXPO 2005, the House of Representatives election, the Tokyo Motor Show and so on. Outdoor advertisement also maintained the highly favorable conditions that were finally achieved last year for the first time in a few years, partly due to new CI signs, company name change etc. caused by finance-related giant mergers.

Looking specifically at neon signs, however, the overall advertisement expenditures decreased because one sign after another has been removed over the last several years, in some cases because the advertisers did not see the need for them any longer, and in some cases because they were replaced by LED and illuminating signboards. Moreover, from the Dentsu surveys, it is noticeable that Internet advertisement expenses have grown significantly (154.8% compared to the previous year), reaching 280.8 billion yen.

In 2006 (January to December in this year), it is estimated that the total advertisement expenses will amount to 6088.3 billion yen, 102.1％ compared to the previous year.

This museum exhibits 180 works selected from a collection of 400 precious artifacts acquired by former president Goro Takamura during his visits to various places in Japan over an extended period of time, thus helping us to envision the cultures and lives of past times more vividly.

These signboards are valuable as works of fine art, making the museum the only one of its kind that conveys the history of signboards. It is open to the general public free of charge and was visited by nearly 200 enthusiastic visitors on the very first day of its opening. The opening party was held later on the sixth floor (from four o’clock), at which various prominent members of AJNA and people related to the industry enjoyed amiable and relaxed social interaction.