From scissors and paper to digital analytics

Today, and March 1st annually, is Clipping Day 切抜の日 (Kirinuki no Hi). It refers to newspaper clippings and commemorates the birth of Japan's first newspaper clipping service.

On this day in 1890 the Japan Various Newspapers Clipping Service started business as the first company in Japan to collect and cut out specific information from newspapers to meet client's needs. This made it possible for businesses and government offices to track topics efficiently in a pre-digital era. 

Reportedly, the idea was introduced by Yamagata Aritomo, a military officer and statesman who encountered clipping services while in Europe. He encouraged the creation of a similar service in Japan, which led to the establishment of the first company and later inspired others.

The commemorative day was established by Naigai Kirinuki Tsūshinsha, founded in 1939 and considered a pioneer in the industry. Today the company still handles newspaper and magazine clippings. But also monitors TV and web, media exposure analytics and social media keyword tracking.