College basketball fans in the United States "read" the newspaper when the opposing starters are announced prior to games. For Yomiuri fans, the paper is a kanji-clad expression of love.
And sometimes people won't read any other paper. Especially if it is the Chunichi Shimbun, which owns Nagoya's Chunichi Dragons.
It would be tantamount to a Dodgers fan refusing to park anywhere other than owner Frank McCourt's parking lots, solely out of loyalty to Dodger Blue. Because McCourt's lots were in Boston, it wasn't a discussion to be had, but you get the picture.
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