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Last updated : 2011/05/20

Lifestyle

Main Business

Benesse Corporation


Tamago Club, Hiyoko Club

[Magazines related to pregnancy, childbirth and parenting]


THANK YOU!

[Lifestyle Magazene]


DOG'S HEART, CAT'S HEART

[Direct sales magazine]

DOG'S HEART, CAT'S HEART Tamago Club, Hiyoko Club Benesse Shopping Mall

Review of Fiscal 2010 Results

Consolidated sales for the Lifestyle Business Domain declined 7.6% year on year, to ¥28.2 billion.

Contributing factors behind the decrease in sales were lower sales of subscription magazines, and discontinuation of Happy Collection, an at-home lesson program for working women.

The operating loss improved from ¥1.5 billion in the previous fiscal year, to ¥0.4 billion, mainly as a result of reduced expenses enabled by discontinuing the Happy Collection business.

Following the April 2011 issues, two magazines—childrearing publication Kokko Club and bon merci!, a dietary support magazine for families with small children and elementary school students—were discontinued.

Net Sales / Operating Income (Loss) (Years ended March 31)

Net Sales / Operating Income

Note.Segments have been changed from the fiscal year ended March 31, 2011. Figures for the fiscal years ended March 31, 2009 and 2010 have been adjusted in line with the new segments.

Average Monthly Circulation by Magazine (Years ended March 31)

Average Monthly Circulation by Magazine

(Thousands of Issues)
2007 2008 2009 2010 2011
Tamago Club

178

163

154

148

137

Hiyoko Club

246

240

226

218 205
THANK YOU!

424

426

422

428

400

Number of direct-sale magazine subscribers and Internet site members (Years ended March 31)

Number of Internet site members Number of direct-sale magazine subscribers
(Thousands of People)
2007 2008 2009 2010 2011
Women's Park

897

1,211

1,892

2,440 3,050
DOG'S HEART

146

157

155

161

160

CAT'S HEART

125

121

109

110

114

Hand & Heart

79

104

105

104

88

Note. From the year ended March 31, 2009, the number of Women's Park members above include the number of Women's Park for mobile phone members.

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