In 1934, the sending of traditional New Year's greetings by telegram is introduced. This service will be joined two years later by a condolence telegram service, and lager in 1956 by another service for Christmas telegrams. At the same time, the mass communications world is galvanized by feats such as the photo-telegrams, using the front-page newspaper photograph of Maehata Hideko's victory at the 1936 Berlin Olympic Games the morning after the event. The standard telegram charge is set at the equivalent of 15 words regardless of length. This is revised the following year when ship arrival and departure telegrams are accepted on the same basis as new year's telegrams, at a rate of 80 sen.

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