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If circulation is dropping in Japan, what is it being replaced by?

My theory is cell phones. A lot of the manga anthologies are purchased by people who read it on the train or subway on the way to school or work. But for every few people reading Jump, I see many more people writing messages or playing games on their cell phones instead. (You aren't allowed to talk on phones while on the train here, you can only send messages.)

There's always been the handheld game market as an alternative to manga for the long, boring commutes into downtown Tokyo, but even the long-lived Gameboy Advance doesn't come close to being in as many pockets as today's fancy phones.

And, of course, many of these phones already allow you to read manga on their screens. I wonder if manga is really a regressing phenomenon or if it is simply switching the medium.

Quote:

Please note, that circulation numbers reflect the number of copies of a magazine printed. A significant percentage of circulated magazines are not sold.

OK, but let's also not forget that many of the sold magazines have multiple readers, too (other family members, copies pulled out of the bins, manga kissa etc.). So even if it is an economical problem, manga are certainly still widely spread in japanese society.

Just scattering some sunshine... Laughing