One of the biggest initiatives that the Association of Indian Magazines (AIM) has undertaken in recent times is the Engagement Study that delves deeper in the efficiency of magazine as an advertising medium.
For this survey, AIM commissioned independent research agencies Quantam and IMRB to conduct research across 10 cities with a sample size of 3600 with the objective of testing out various hypotheses around the strength of magazine as compared to other media.
AIM’s Engagement Study has won the ‘Highly Commended Award’ for ‘Best Research by any National Association’ at the FIPP Research Awards 2012. The ceremony took place in London on May 29, 2012. Chris Llewellyn, President and CEO, FIPP and Kathi Love, President and CEO of US market research company GfK MRI presented the citation to AIM. The category winner was ATENEA: Effectiveness of Magazine Advertising, by ARI (Spanish Magazines Association).
In an earlier interview with exchange4media, AIM’s President Tarun Rai had said, “The Engagement Study is our biggest initiative in 2012. We have worked very hard on this for the past few months. The findings were very revealing and corroborated our belief that magazines are the most engaging of all media.”
AIM had presented the top-line findings of the survey at the FIPP World Magazine Congress 2011. Last month, AIM also undertook the initiative to communicate the research findings to advertisers and media planners for which it commissioned DDB Mudra Group to develop a take-to-market communication package.
Commenting on why the survey received a Highly Commended Award, Llewellyn said, “The Research Award judges were impressed by the insights provided by the survey, and the technical excellence of its methodology. The survey has demonstrated the key underlying strengths of the magazine medium, which explain why magazines are such an effective medium for advertisers. The judges felt that the survey deserved the international recognition it is receiving.”
The recognition that the Engagement Study is receiving includes information from the survey being included in the forthcoming Guy Consterdine-authored book ‘Proof of Performance: The Case for Magazine Media’. The book also has an action code that will enable readers to play the video on their smartphones.
Consterdine is the Research Consultant to FIPP.
FIPP (International Federation of the Periodical Press) is a worldwide magazine media association representing companies and individuals involved in the creation, publishing, or distribution of quality content, in whatever form, by whatever channel, and in the most appropriate frequency, to defined audiences of interest.