Thank you so much for participating in our Q2 earnings results briefing session despite your busy schedule. Q2 numbers are available, so please let me report. JPY 11.83 billion, meaning JPY 1.2 billion lower than the previous fiscal year. Q1 was JPY -2 billion, but Q2 JPY -1.2 billion year-on-year. Finally, we've been able to narrow the gap versus the previous fiscal year. Also, amount of decrease shrank from 13% - 9%. We are proactively making ad spend to make sure we do not lose to TownWork. As a result, operating income was minus JPY 760 million, decreased from the previous JPY 2 billion. We could achieve good MAU trend. Though the trend was deteriorating, now we've been able to start shifting towards achieving V-shape recovery. Let me talk about the breakdown. Personnel cost. We have hired more than 500, 532 new grads.
Most of them are sales. As a result, personnel cost increased by JPY 260 million. Ad spend increased by 2.1 times, so additional JPY 1 billion. The new grads now, as usual, year one are the period they go through education training. Their monthly sales, JPY 120,000, and second year, JPY 1.2 million. In that sense, year one productivity is not necessarily high. They are going through investment phase. They should be bearing fruit in year two, year three, especially year three onward, they are going to be full-fledged. By segment, let me start from media services. Sales decreased by 11.3% year-on-year. Q1, the decrease was 13.5%, so the size of decrease improved on Q-on-Q basis. The good news is the number of contracted companies increased by 4% year-on-year. But per customer, unit price decreased by 14.8%.
This is because of the mix, major customers and staffing agencies, their mix deteriorating. It's not like we are losing market share among large size customers or personnel agencies. It's about the overall market size shrinking. It's not necessarily because of the industry is shrinking. Indeed, they are providing lower pricing compared to the past. In a sense, recruitment being enough. A lot of companies, they are not in shortage. Irrelevant to the economic situation, recruitment risk from our point of view is increasing. This should be a rare situation from our point of view. DX sales increased year-on-year, especially promotional products. Q2 increased by 38% year-on-year, so trending well. The number of contracted companies as same as the media. Because media contracted companies increased, DX business as well, the number of contracted companies increased.
In talking about future strategies, Agency should be the sector we can expect the biggest impact.
In order to act against that, we will have the agencies commit on the sales, and we will raise the commission based on the commitment, and we will be conducting that strategy. By doing so, the competitor are selling mainly through the agencies, and we are mainly selling direct. But by doing this, we would like to stop the agency sales decline and promote the strategy of trying to regrow the agency sales. Next is related to the change of the solution-based structure, and we have conducted that change last year. The handover process or the salesperson who used to be in charge of the account are now changed, and that had been affected. But the regional areas where the solution-based structure is not applied are experiencing sales growth.
With the change of the solution-based structure, we are starting to see sales decline in many different categories. But in contrast, finally, the effect of the solution-based structure is starting to show some effect in some sectors like manufacturing or construction or logistics. The manufacturers and construction, the number of post listings is close to double. Also logistics, we are driving activities with major clients. Also, in healthcare and nursing care sectors, we are reinforcing our solution-based structure. We are working with an on-demand user run to introduce more specified skilled foreign workers. We are not seeing the performance yet, but we are seeing some prospects. So we would like to continue promoting this effort. In the previous period, we talked about the change of Spot Baitoru strategy.
We have many small clients, and the sales resources are spent, but the sales were not delivered. So strategically, instead of working on the small size clients, we are going to drive bundled sales with Baitoru and focus more on volume hiring listings. So although the number of listings have declined, we are seeing the increase in number of workers, and so the sales productivity is increasing even more. Going forward, Baitoru Talk is going to be the core of our business, and we are seeing steady increase in the number of users and also the number of clients. How are we going to monetize this? We are driving many different initiatives, and so I hope you would look forward to this.
Monetization is one thing, but also we are spending a lot of ads and promotion cost and lowering the ads and promotion cost, and this will contribute to lowering the A&P cost. So I hope you would understand that the service that enables us to lower the A&P cost is growing. Also, although it has grown, we see people leaving the company. When we analyze that, the biggest reason is because they do not like having to make phone call appointments. Making phone call appointments are really a difficult job. Especially with the younger generation, they do not have the habit of making phone calls, and it makes it very difficult for them to make phone calls. So to address that, we are working with financial institutions and have the referrals. It has been about one year since we started this initiative.
Finally, in some areas and industries, we are able to achieve zero cold calls, and that is how many referrals we are receiving from the financial institutions. I would like to once again thank the people from the financial industry. One more thing. We are increasing A&P costs significantly again. In order to drive the effect, we are forced to spend on A&P cost, and that is the structure of our business. The competitors are really aggressive in doing a lot of TV commercials. The TV viewership is rapidly declining, and rather than doing so much commercials on TV, we should move to different media like videos and social media. By enhancing them, we are producing our contents ourselves, and by doing so, we are lowering the cost.
In order to produce content, by inviting sponsors, we have a target of delivering margin just by producing the content. We started this initiative this year, and the takeoff is very smooth. We have 67 million views since April for the in-house content, so that is a significant amount. For the new graduate hires this year, we have hired 532 new graduates. Next year, on October 1, we have conducted the welcome ceremony, and we have hired 298 new graduates. In this environment, we would like to solidify our employee base and attrition. We have always told them that they needed to make a lot of phone calls. We are telling them that they need to make a lot of phone calls, but they feel that the actual work is very different after they join.
We are using internship, and we have them experience the workplace, and we are just hiring the people who are confident in working. That way, we are hiring 298. We are very confident that the level of the new graduates are much higher. I would like to introduce a new executive, and this is Mr. Shintani. I talked about hiring and stabilizing the workforce, and enhancing the HR and other corporate functions. We have newly established the CAO position, and we have brought in Mr. Shintani. Shintani-san is a former boss of Arai-san, and we have been inviting him over and over, and finally, he had joined us at this timing. I would like to introduce him to you.
Nice to see you. My name is Shintani. I am the CAO. Together with Arai-san and Tomita-san, I am going to make my best effort to strengthen the corporate function. Thank you. Let me move on to the full year expectation. To begin with, we have been setting our guidance with certain range, and this is going to be repetitive, but when we joined this market, there were so many players, including an, Aidem, but now there are only two major players who are ourselves and Recruit Holdings.
That is why we are downwardly revising our full year expectations. We are expecting the sales to be somewhere between JPY 49 billion up to JPY 53 billion. The original guidance was JPY 53.5 billion - JPY 57.6 billion. Operating profit, we are expecting somewhere between minus JPY 2.5 billion up to JPY 2.5 billion. The original guidance was JPY 5 billion up to JPY 10 billion.
This is going to be a downward revision of the full year guidances. We feel very sorry about it. We have to say to a certain extent, the situation is not fully under our control, but with our idea and passion, we are aiming to achieve the revised guidances and recover from the current situation, and achieve as high numbers as possible. Shareholder return. Interim dividend, JPY 48. Finalized year-end dividend as planned. We are aiming to pay in line with our original expectation. That is it.