Top Story

e4m_logo.png

Home >> Media – Print >> Article

IMC 2010: AIM to conduct ‘Engagement Study’ for magazines as alternate source of data

08-September-2010
Font Size   16
Share
IMC 2010: AIM to conduct ‘Engagement Study’ for magazines as alternate source of data

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.

Tags

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.