Expanding Users and Enhancing Content for Media Targeting Mothers

「Content media centered on the information site for mothers, 「ママスタ」, saw network advertising revenue decline after platform-operator restrictions aimed at improving the user experience limited available advertising inventory. Meanwhile, to grow and stabilize revenue, the Company worked to build new revenue models leveraging its member base, including by launching 「ママスタコイン」, paid content for members, in July 2025.」

「At its core site, 「ママスタ」, the number of site visitors remained solid as the Company enhanced article content. Although advertising rates were showing signs of recovery, earnings stagnated because of restrictions imposed by platform operators on advertising displays and other factors.」

「For content media including 「ママスタ」, 「ヨガジャーナル」 and 「saita」, the Company pursued initiatives throughout the fiscal year to diversify revenue streams and expand content to increase PV. Performance was relatively strong in the first half, while the second half was affected by weak advertising rates.」

「At its core site, 「ママスタ」, the Company enhanced article content and improved its earnings structure by adding advertising offerings and other measures. Advertising rates recovered significantly.」

「At its core site, 「ママスタ」, the Company enhanced article content, diversified advertising revenue and focused on improving its earnings structure. Although earnings stagnated year on year because of lower advertising rates, initiatives aimed at raising rates proved effective, and advertising rates are showing signs of recovery.」

「At its core site, 「ママスタ」, the Company enhanced article content and actively disseminated information on government and public administration to serve as a bridge between government and households raising children.」

「At its core site, 「ママスタ」, the Company enhanced article content and also pursued activities extending beyond the scope of a web media platform, including conducting a parenting survey of more than 30,000 mothers and fathers nationwide and submitting the results through the 「こども・若者」輝く未来実現会議.」

「At its core site, 「ママスタ」, the Company enhanced article content and won the grand prize in the Lifestyle and Learning category at 「LINE NEWS AWARDS 2022」, announced in December 2022, for the third consecutive year.」

「At the information site for mothers, 「ママスタ」, the Company worked to expand content addressing mothers' concerns. In May 2022, monthly content views surpassed a record 850 million page views.」

「At its core site, 「ママスタ」, the Company enhanced article content and increased its placement on external portal sites. As a result, site views in May 2022 reached a record high.」

「At its core site, 「ママスタ」, the Company enhanced article content and expanded the range of article categories, including 「ママが使っているアプリ・ネットサービスランキング2021」 and 「キャラクター別診断」, contributing to an increase in site visits.」

「At its core site, 「ママスタ」, the Company enhanced article content and won the grand prize in the Lifestyle and Learning category at 「LINE NEWS Presents NEWS AWARDS 2021」, announced in December 2021, for the second consecutive year.」

「In the media operations business during the fiscal year, the Company expanded content tailored to mothers' needs, including parenting and education, on 「ママスタ」. Increased traffic from major portal sites helped monthly content views surpass 600 million page views in July 2021, contributing to group earnings.」

「At its core site, 「ママスタ」, the Company continued to enhance article content and strengthened partnerships with major portal sites. As a result, article views increased further from the second quarter of the fiscal year, exceeding 530 million PV in May 2021 and making a significant contribution to overall business earnings.」

「At its core site, 「ママスタ」, the Company continued to enhance article content and strengthened partnerships with major portal sites. As a result, article views increased further from the first quarter and made a significant contribution to overall business earnings.」

「At its core site, 「ママスタ」, the Company enhanced article content, and article views increased significantly through partnerships with major portal sites. In November 2020, monthly content views across Mamasta reached 280 million PV, making a significant contribution to earnings. In December 2020, the site won the grand prize in the Lifestyle and Learning category at 「LINE NEWS Presents NEWS AWARDS 2020」.」

「The site also adopted the abbreviated name 「ママスタ」 as its official name instead of 「ママスタジアム」 and focused on integrating its brand image, including by renewing its logo design.」

「At its core site, 「ママスタジアム」, video advertising campaigns performed well, while views of article content distributed on the site increased significantly. As a result, average monthly users reached approximately 9.3 million, content views surpassed 200 million PV, and the site contributed to earnings.」

「At its core site, 「ママスタジアム」, the Company formed a business alliance with グローバルキッズ社, which operates 166 nursery schools and after-school childcare facilities, and integrated the site with 「ママスタ保活」, which displays the number of available places at childcare facilities operated by the Company on Mamasta Stadium. It also began listing real estate properties through information sharing with 「LIFULL HOME'S」, a real estate and housing information site operated by LIFULL社, and focused on expanding content and improving convenience for users.」

「In the media operations business during the fiscal year, the Company enhanced high-quality, useful content on 「ママスタジアム」, including through the release of 「ママスタ保活」, which supports users searching for nursery schools, and the publication as a book of 「産後カルタ」, an Instagram project depicting common pregnancy and parenting experiences in karuta form.」

「At its core site, 「ママスタジアム」, the Company released in May 2019 a book titled 「産後カルタ ～あるある！ これがリアルなママライフ～」, in which mothers depicted common childbirth and parenting experiences in the form of karuta cards. It focused on further increasing page views and unique users and developing new advertisers.」

「At its core site, 「ママスタジアム」, the Company released 「ママスタ保活」, a new service that allows users to check nursery school capacity based on various childcare requirements, in February 2019. It sought to further increase page views and unique users and focused on developing new advertisers and securing tie-up advertising.」

「At its core site, 「ママスタジアム」, the Company focused on enhancing the article content of 「ママスタセレクト」, which distributes articles, increasing page views and unique users, developing new advertisers, and securing tie-up advertising.」

「In the media operations business during the fiscal year, the Company provided useful content for women, including parenting, fashion and beauty, and marriage, through 「ママスタジアム」, 「４MEEE」 and 「４yuuu!」. As a result of efforts to enhance the value of these media platforms, network advertising and tie-up advertising increased.」

「At its core site, 「ママスタジアム」, the Company strengthened its operation of popular content, including recipe videos popular with mothers, as well as Facebook and Instagram, expanded its reach among users, and focused on raising awareness of the site as an information medium for mothers. As a result, monthly unique users remained solid, and the site contributed steadily to earnings, including through expanded orders for tie-up advertising.」

「At its core site, 「ママスタジアム」, the Company focused on expanding popular content, including recipe videos popular with mothers and celebrity columns, and on raising awareness of the site as an information medium for mothers. As a result, monthly unique users increased, and earnings grew steadily, including through expanded orders for tie-up advertising.」

「In the media operations business during the fiscal year, the Company regularly released columns by celebrities on 「ママスタジアム」 and pursued tie-ups with government ministries and agencies and major clients, including by winning the top prize at the 「ひと涼みアワード」 heatstroke-prevention awareness project and holding programming workshops for children. As a result, monthly unique users exceeded 8 million in September 2017.」

「At its core site, 「ママスタジアム」, unique users surpassed 7.7 million as of the end of June 2017. The site became established as a recognized source of information for mothers and continued to make a significant contribution to earnings, including through orders for corporate tie-up advertising.」

「Monthly unique users also continued to increase.」

「During the quarter, the company continued to enhance content on its core Mamasta Stadium service, as it had since the previous fiscal year, and focused on increasing users by distributing carefully reviewed articles and columns. In December 2016, monthly unique users exceeded 6 million.」

「In February 2016, the number of monthly unique users exceeded 5 million.」

「At its core Mamasta Stadium service, the company focused on enhancing on-site content and increasing article postings to increase the number of users of Mamasta Stadium and Mamasta Select.」