This study examines trends over time in the number of magazines of various genres published in Japan between 1955 and 1997, and in the size of their readerships. It is in two segments based on material from annual issues of Shuppan shihyō nenpō (Annual Report of Publishing Indicators) dealing with the periods 1955-64 and 1965-97, respectively.

(A) 1955-64: During these years the greatest number of titles were in the “Manufacturing and Engineering,” “Economy,” and “Education” categories. The category with the largest circulation was “Current Topics” (shakai jikyoku), and there was notable readership growth in the “Popular Interest” (taishu) and “Women” areas.

(B) 1965-97: During this period the number of “Popular Interest” and “Hobbies” titeles increased, while “Engineering”, “Economics”, and “Education” titles decreased. Circulation for “Popular Interest” and “Hobbies” magazines rose, while falling in the “General” (sōgō) and “Women” areas. The simulutaneous expansion in titles and readership of the “Popular Interest” and “Hobbies” categories reflects, a trend toward “magazine entertaiment” and more magazines oriented toward the enjoyment of life.