‘The Asahi Shimbun’ enjoys the second largest circulation in the world, which has fallen in recent years due to the so-called ‘four screens’. ‘The Asahi Shimbun’ decided to combat this decline. It printed the Massaging Circulation ad, featuring a diagram of acupressure points. Cut out . . . slip on . . . and knead. Easy enough for anyone to deliver a great massage. The Massaging Circulation ad connected families in ways digital media couldn’t. Tweets, blogs and ezines mentioned the ad. Seventy-five per cent of readers responded positively. And subscriptions stopped falling for a whole month.
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