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2006.06.07

愛読者カードの傾向とこれからを占う

ラノベを読むときに挟まってる『愛読者カード』。

ぼくなんかは読むときに本が曲がらなくなったり、ページが暴れたりするのですぐにはずしてそのままどこかに行ってしまうというパターンが多いのですが……はたして、愛読者カードとは一体どのようなものなのだろうか……?

実際に、調べてみた。(トリビア風)

さて、この愛読者カードはマーケティングで分類すると質問紙(アンケート)に分類されます。 アンケートとは、消費者の感想を知るために優れた手法の1つ。

そこに書かれている質問から、質問者の意図を汲み取ることができれば、書評を書くうえで出版社が何を求めているのかが分かる。
まずは家にある愛読者カードを集めることにしました。

……。

とりあえず12枚集まりましたよ。意外と少ないです。以下、発見できたタイトル。

まほろまてぃっく5(ワニブックス)
うた∽かた(メディアワークス)
灼眼のシャナ1(メディアワークス)
蒼い海のトリスティア(メディアワークス)
ミナミノミナミノ(メディアワークス)
シスタープリンセスRe Pure(メディアワークス)
新世紀エヴァンゲリオン10(角川書店)
ツバメしんどろ~む4(角川書店)
闘姫神将クインマスター1(富士見書房)
ICO--霧の城--(講談社)
マジック・ツリーハウス1(メディアファクトリー)
蒼穹の女神2(メディアファクトリー)

念のため先手を打っておくと、オタク系なものしかないじゃないかというのは無しですw

さて、このうち、読者が本のタイトルを記入するものが5枚。
まほろまてぃっく5、シスタープリンセス、ミナミノミナミノ、蒼い海のトリスティア、蒼穹の女神2。

既にタイトルが記入されていたものは7枚。
闘姫神将クインマスター1、ICO--霧の城--、マジック・ツリーハウス1、うた∽かた、新世紀エヴァンゲリオン10、ツバメしんどろ~む4、灼眼のシャナ1。

これだけでは統計的になんとも言えませんけど、出版社が力を入れているものほど既にタイトルが記入されている傾向にあるようです。
……そうなると打ち切りで終わった闘姫神将クインマスター1の存在が非常に気になるところですが。家にあった角川コミックはすべてタイトルが記入されていたので、もしかしたら角川書店はそのような方針なのかもしれません。

さて、肝心の質問内容。

まずは小説系から。

トップバッターは電撃文庫です。
今回発掘できたのはシスタープリンセスとミナミノミナミノです。出版時期によってアンケートがどのように変わっているのかを交えながら、出版社の意図を汲み取りたいと思います。ちなみに出版時期は、シスプリが2002/11、ミナミノミナミノが2005/1です。

質問項目は全部で13種類。タイトル、どこで本書を知ったか、カバーの評価、内容の評価、電撃文庫を何冊持っているか、自社の購読雑誌の調査、自社以外の購読雑誌の調査、よく見るテレビ・ラジオ、気になるイラストレーター・作家、グッズの嗜好の調査、感想をご自由に。

特徴的なのはグッズの調査でしょうか。メディアミックスを主力としているメディアワークスらしい質問です。

愛読者カードの時期によっても微妙に違って『電撃文庫を何冊持っているか?』の質問ではシスプリでは

1.1~2冊
2.3~5冊
3.6~10冊
4.11~20冊
5.21冊以上
6.なし

であるのに対し、ミナミノミナミノでは

1.1~10冊
2.11~20冊
3.21~30冊
4.31~40冊
5.41冊以上
6.なし

となっています。ここから察するに、電撃文庫がライトノベルの市場の大部分を占めるようになったか、あるいは電撃文庫の熱狂的な読者が現れたかなど、どちらにしてもこの間に電撃文庫の成長ぶりをうかがうことができます。

更にアンケートではカバーと内容に関する質問があり、カバーに関する質問では良し悪しを4段階評価で

1.とても良い
2.良い
3.普通
4.悪い

と聞き、その直後に具体的にどこが良かったのかを聞いています。

1.イラスト
2.デザイン
3.タイトルロゴ
4.その他

内容に関しても4段階評価は同じで、その後の質問では

1.ストーリー
2.キャラクター
3.設定
4.その他

となっており、読者が何を重視しているのかを具体的に聞いています

内容のどこが良かったのか、重視しているのかを選択肢にしており、読者から具体的なアンケートをとることができる、とても効率の良いものだということが分かりました。

ちょっと疲れたので今日のところはこれでやめときます。まさか愛読者カードにこれほどまで出版社によってばらつきがあるとは思いませんでした。

次はメディアファクトリーの予定ですが、もうちょっと考察してきます。

下手したらちょっとしたレポートになってしまいますよ。

題して愛読者カードによるマーケティングの傾向

おお、なんとなく頭よさそうだ。

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