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Because many U.S. products fit a cultural or industrial environment that may not exist in Japan, educating the Japanese consumer about a product's purpose, use, features, and quality might be necessary.  However, not all companies can afford to place advertisements in Japan's major national daily newspapers or commercials on Japanese television.  Regional and local newspapers and television stations and daily sports newspapers are less expensive and might make sense for a product with strong potential in a specific region.  A more affordable option for small- to medium-size or new-to-market U.S. companies might be advertising in some of Japan's 2,250 weekly or monthly magazines.