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Exploring Owned Media and Communication Strategies

In the rapidly evolving landscape of communication and marketing, the significance of owned media cannot be overstated. The Japanese Management Association has taken the bold step of releasing the March 2026 electronic edition of its management magazine, "Omni Management," which addresses this very topic. The issue focuses on the integration of owned media with information dissemination strategies, making it essential reading for those in government and business sectors.

Owned media refers to any content or platforms that organizations control, in contrast to paid media and earned media. In the context of marketing, owned media is part of a broader concept known as the POEM model (Paid, Owned, Earned Media). This framework emphasizes the unique characteristics of each media type and their synergistic effects when combined effectively. For example, there have been successful cases where organizations have driven revenue growth by initiating participatory web projects that expanded into social media and media exposure.

The current issue of the magazine dissects the essence of owned media and its transformative potential across different sectors including human resources, management, healthcare, and technology. Key insights can be drawn from various essays contributing to a broader understanding of how owned media can reshape communication strategies.

Main Features of this Month’s Issue

The highlight of this month’s issue is an exploration of how to develop integrated communication strategies using owned media. With an increasing number of organizations adopting this media type, understanding its role and how to coordinate its use with other types of media is critical. The essays include:

• - Tatsuro Sato (Professor, Tama Art University; President, Japan Public Relations Association): Discussing collaborative approaches to develop community sports events as part of urban infrastructure.
• - Ariake Honda (Human Resource Consultant): A reflective essay on self-renewal in line with societal changes, drawing on historical perspectives.
• - Ken Mori (Journalist; Guest Lecturer, Senshu University): Addressing the necessity of confronting unpredictable futures with technology.
• - Tomomi Himeno (Director, Himeno Clinic): Documenting remarkable improvements related to the vagus nerve.
• - Kenjiro Hashimoto (President, Nippon Bunri University): Focusing on the mindset shift from ‘I can’t’ to ‘I might’ and eventually ‘I did.’
• - Naotomi Sugawara (Vice Mayor, Bandai Town, Fukushima Prefecture): Insights into municipal management from the viewpoint of stakeholders.

This issue also features a contribution from the city of Hashimoto, Wakayama Prefecture, celebrating the 20th anniversary of its administration, emphasizing future visions built upon strong community ties.

The magazine has a rich history, having started in 1949, and transitioned in 2021 to become an e-book, broadening its reach to business professionals across demographics. The editorial team believes that as businesses adapt to changes, the role of owned media will be paramount in effectively communicating their messages.

As discussed within these pages, discovering the ideal point of departure for communication and strategizing on its proportion is crucial. This month’s offerings are designed to provide valuable insights for business professionals navigating the complexities of modern communication.

For those interested in diving deeper into these topics and accessing the full digital publication, visit the Japanese Management Association's website at NOMA.

About the Japanese Management Association

Founded in 1949, the Japanese Management Association continues to advocate for the modernization and efficiency of management in Japan. The organization's basic philosophy emphasizes the harmony of management, humanity, and science for a sustainable societal evolution. The Association’s mission is to keep innovating the future of Japanese management alongside its members.

For inquiries, please contact the Public Relations Department of the Japanese Management Association at: 03-6632-7132 or email at [email protected].