advertisementTokushichi lost no time in informing the public of the progressive moves the firm was making. He announced the implementation of his plans in the Osaka Nomura Business News and also placed daily advertisements in Japan's leading national newspapers, the Mainichi and the Asahi. One associate later commented: "At the time, Nomura Shoten must have spent about ¥10,000 a month just on advertisements in the Mainichi and the Asahi. Seventy-five years ago, ¥10,000 a month was an investment only a truly committed individual would make." Tokushichi was constantly concerned to familiarize the public with the stock market, always stressing the long-term potential rather than the chances of quick gains by speculation. Of course, this tied in with the publicizing of Nomura Shoten's research department.
