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 Benesse Corporation today announced a number of organizational reforms aimed at accelerating new business development and strengthening the Benesse brand in the education field. The reforms are to be implemented in fiscal 2005, the second year of the company's Medium-Term Management Plan ending in fiscal 2006.


Organizational Reforms Effective April 1, 2005

1.Establish Parenting Company to expand new childrearing support business

Benesse will establish a new Parenting Company aimed at mothers and fathers. In addition to magazines, the company will offer a wide and varied choice of products, services and information related to pregnancy, birth and childrearing. The term "parenting," which means both being and acting as a parent, is now widely used in a sociological context. The Parenting Company will also seek to provide support to parents and help them lead fuller lives in this role.

A Research Institute for Next-Generation Childrearing Support Issues will be set up within the new company. The institute will objectively collect and analyze data on issues such as the falling birthrate, manpower problems, and generational variations in perspectives on childrearing in Japan. By providing information and advice on issues related to creating parental care environments, the institute aims to encourage public debate on having and raising children and offer a wider range of useful information for parents.

Against the backdrop of the falling birthrate and greater participation by women in the workplace, Benesse will establish a Supermother Business Development Department within the new Parenting Company, to provide a range of support services for working mothers and families where both parents are working.

The childbirth and childrearing magazine business, which includes Tamago Club and Hiyoko Club, will be transferred to the Parenting Company. The goal is to expand the business from publishing to include childbirth and childrearing support products and services.

The new company will work to encourage a smooth flow of customers from childbirth and childrearing-related magazines to Kodomo Challenge infant preschool courses.


2.Reinforce Benesse's companywide Internet strategy

An Internet Strategy Promotion Department will be established within the Headquarters Marketing Division, which is responsible for education portal sites.

Responsibility for running Benesse Women's Park, one of Japan's largest Internet portal sites for women, will be transferred to the Internet Strategy Promotion Department. The department will thus take control of education and childbirth/childrearing portal sites as it works to implement a companywide strategy aimed at winning over potential customers who use the Internet.


3.Establish High Brand Development Office in Senior High School & Junior High School Education Company

With education needs becoming more diverse, this office will develop educational materials and curricula that incorporate more advanced learning content.


4.Name change for Women & Family Company (W&F Company)

The W&F Company will be renamed the Lifetime Value Company. Focused predominantly until now on female customers, the company will develop its business from the perspective of enhancing value over the lifetime of all customers.


The above organizational reforms will give greater impetus to the execution of Benesse's Medium-Term Management Plan, ending in Fiscal 2006.