The World: Tokyo - Nikkei to publish first Japanese mag supplement

The Japanese daily newspaper Nihon Keisai Shimbun - The Nikkei - is set to be the first newspaper in the country to publish a magazine supplement, The Nikkei Magazine.

The supplement, which will be published on the third Sunday of every month, will have a heavy emphasis on design and photography in an attempt to diversify the financial paper's base and attract a wider range of advertisers.

The magazine will contain a mixture of columns, photo news, features and lifestyle pages.

Media buyers in Japan don't predict other dailies with higher circulations will follow suit, citing the high printing costs for magazines in Japan.