series of advertisementsEver alive to the possibility of stealing a march on the competition, Tokushichi inserted his advertisements in the Sunday editions, too. This had never been done before, and the ensuing comment again serves to promote the name of Nomura. Tokushichi's recognition of the power of advertising in the modern world, and his finesse in incorporating it into his basic operating policy, illustrate his natural penchant for pursuing the original, not for its own sake, but for sound and progressive commercial reasons. The exploitation of the media and the strengthening of the firm's research department later came together in the publication of Japan's first stock market yearbook. According to Washio Shibayama, former managing director of Nomura & Co., "Nomura was the first to publish pamphlets about securities, and Diamond and the other securities industry magazines simply copied them. In any case, Nomura was the first to use magazines and other publications to sell stock, and they gained excellent results from it."
