The Association of Indian Magazine (AIM) announced on September 7, 2010, that it would conduct an ‘Engagement Study’ for magazines, which could act as an alternate source of data for advertisers. Pradeep Gupta, President AIM, announced this on Day 2 of the Indian Magazine Congress (IMC), after advertisers and media agencies expressed their concerns over the measurement issue that has plagued the magazine industry for long.
Gupta said “Compared to other mediums, consumers read magazines again and again. They have a completely different level of engagement. Magazine reading is very immersive and concentrated. Several international studies have shown that magazines are one of the most engaging forms of medium. Therefore, we feel that it is important for us to represent the industry and conduct such a survey.”
The decision was taken after advertisers and media agencies suggested that the industry itself got a survey done. Time and again magazine publishers have shown their aversion towards the numbers put forth by the readership and circulation data. AIM plans on having the survey done by a research organisation, which will measure the engagement level of each magazine. The decision will certainly be welcomed by advertisers and publishers.