baby calendar inc.

Business Details

The Company operates specialized sites such as Baby Calendar, Moon Calendar, Woman Calendar, Senior Calendar, and Yomuuno, generating revenue through three models: (1) PV-linked advertising, (2) tie-up advertising, and (3) performance-based advertising. The Company provides highly reliable content by leveraging a network of experts including physicians and midwives, while also engaging in content production support utilizing expert supervision and medical supervision. Starting from the pregnancy, childbirth, and childcare domain, the Company is expanding its target areas to include menopause, seniors, and general lifestyle information.

Recent Overview

Achieved substantial growth in both sales and profit, with net sales up 31.7% and segment profit up 35.4%, reflecting a marked improvement in profitability.

In the Media Business for FY2025 (ending December 2025), the Company achieved net sales of ¥1,640 million (up 31.7% year on year) and segment profit of ¥466 million (up 35.4% year on year), as a result of efforts to expand content across each operated media platform, strengthen sales of advertising products, promote the provision of services supervised by experts including physicians, and improve productivity primarily in editorial operations. Meanwhile, for FY2026 (ending December 2026), the suspension of advertising revenue on certain YouTube channels is expected to have an impact on sales and profit for a certain period, as disclosed by the Company. Segment assets decreased from ¥1,003 million in the prior period to ¥896 million, primarily due to the progress of amortization of intangible fixed assets associated with M&A and business acquisitions carried out in the prior period.

Key Products

Growth Drivers

• Expansion of PV-linked, tie-up, and performance-based advertising revenue through content enhancement across each operated media platform and strengthened sales of advertising products
• Expansion of external deployment of content production support services utilizing expert supervision and medical supervision
• Improved profitability (segment profit margin rising to 28.4%) through productivity improvement measures centered on editorial operations
• Productivity improvement and maintenance/enhancement of content quality through the use of technology including generative AI (policy for FY2026, ending December 2026)
• Diversification of the advertising market through expansion of the target demographic from the pregnancy, childbirth, and childcare domain to menopause, seniors, and lifestyle information
• Expansion of the revenue base through the acquisition of new media (such as YouTube channels) via M&A and business acquisitions

Risks

• Advertising revenue suspension has occurred on certain YouTube channels, and an impact on net sales and profit for FY2026 (ending December 2026) is expected for a certain period
• Risk of a shrinking target market in the pregnancy and childcare domain due to the continuing decline in the number of births
• Risk of fluctuations in organic traffic due to changes in the operating policies of external platforms, such as search engine algorithm changes
• Risk of intensifying competition in the internet advertising market and obsolescence of existing services due to technological innovation
• High sensitivity of the advertising market to economic conditions, with a risk of reduced advertising spending during economic downturns
• Risk of impairment of intangible fixed assets such as goodwill (¥320 million), customer-related assets (¥182 million), and contract-related assets (¥71 million) (an impairment loss of ¥37 million was recorded in FY2025, ending December 2025)