SAYLOR ADVERTISING.INC.
2156・Standard Market・Services
Advertising Business
The core segment of the Sailor Advertising Group, a comprehensive advertising business with the Shikoku, Chugoku, and Kyushu regions as its main markets
| Period | Current | Previous | Change |
|---|---|---|---|
| Advertising Business Revenue | ¥2,044 million | ¥2,046 million | — |
| Advertising Business Segment Profit (Loss) | -¥19 million | ¥30 million | ↓ |
| Advertising Business Total Sales | ¥7,603 million | ¥7,859 million | ↓ |
| Internet/Mobile Total Sales | ¥2,096 million | ¥1,979 million | ↑ |
| Segment Assets | ¥4,150 million | ¥4,219 million | ↓ |
Business Details
In addition to planning, design, and production of advertising utilizing various media such as television, radio, newspapers, and magazines, the segment provides a full range of advertising-related services including internet advertising, sales promotion, and event/exhibition management. It operates a network of offices covering the Shikoku and Chugoku regions plus Fukuoka and Tokyo, and pursues regionally focused proposal activities. It also publishes free magazines and local information magazines. In FY2026 (ending March 2026), Advertising Business revenue was ¥2,044 million and the segment posted a loss of ¥19 million, turning negative from a profit in the prior period.
Recent Overview
Expanded forward-looking investment combined with the absence of prior large-scale spot projects caused the Advertising Business to fall into a segment loss
In FY2026 (ending March 2026), Advertising Business total sales were ¥7,603 million (96.7% of prior period), with a segment loss of ¥19 million (compared to a profit of ¥30 million in the prior period). While internet/mobile grew to ¥2,096 million (105.9% of prior period) and served as a driver, events (84.0%) and sales promotion (88.7%) declined significantly. Forward-looking investments, including the hiring of specialized personnel in the digital and spatial production domains, AI tool introduction costs, and entry into the sports marketing business, pushed up SG&A expenses. Recognition of advertising package revenue from the sports marketing business is expected to occur from the subsequent period onward.
Key Products
Growth Drivers
- Continued expansion of internet/mobile advertising (total sales of ¥2,096 million in FY2026 (ending March 2026), 105.9% of prior period)
- Recognition of advertising package revenue from the newly entered sports marketing business in subsequent periods
- Improved profit margins through a shift toward data- and AI-driven consulting-type solutions
- Winning administrative and municipal proposal projects triggered by major events such as the House of Councillors election and Expo 2025 Osaka, Kansai
- Strengthened collaboration with the software development domain and creation of group synergies through the consolidation of Fellow Co., Ltd. as a subsidiary
- Enhanced value-added proposal capability through organizational transformation from 'sales representatives' to 'producers'
Risks
- Profit pressure from increased selling, general and administrative expenses (rising personnel costs, AI tool introduction costs, specialized personnel hiring costs)
- Risk of revenue fluctuation due to the absence of large-scale spot projects seen in the prior period, compounded by timing differences in revenue recognition for the sports marketing business
- Impact on ordinary income/loss from a significant decline in subsidy income (from ¥53 million in the prior period to ¥5 million in the current period)
- Gradual decline in revenue from existing media such as television, newspapers, and magazines (television 94.8%, newspapers 92.5%, magazines 90.3% versus the prior period)
- Risk of shrinking advertising markets in regional areas and structural decline in existing media revenue due to the digital shift
- Continued increase in costs to secure specialized personnel needed to respond to more sophisticated and complex advertiser order requirements
Last updated: June 19, 2026