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IMC 2015: Magazines are the most engaging medium: AIM Engagement Index

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IMC 2015: Magazines are the most engaging medium: AIM Engagement Index

AIM (Association of Indian Magazines) has created Engagement Index for each media to compare different media for its engagement. Engagement measures across media (partial engagement indices) were Mind Measures, Escapism, Information, Stimulation, Attitude Towards Advertising.

The components of Mind Measures or the statements that constitute Mind Measures are:

? This medium matches my personal interest/ personality
? This medium shows how I can approach problems
? This medium is trustworthy & reliable
? This medium helps me stand out and create an impression
? This medium is like an undemanding companion

Magazines scored the highest in this measure with a score of 178, followed by newspaper, TV, radio and internet.

Statements which constituted next measure of Escapism are:

? This medium is relaxing and a good escape
? I can consume this medium anywhere & anytime

Magazines are the go-to medium here as well, as per the study.

To measure Information, the statements are:

? I am always discovering something new with this medium
? This medium keeps me updated with latest styles and trends
? This medium helps me in expanding my knowledge

Magazines were ahead of TV and newspapers in this aspect

Stimulation was represented by the following statements:

? This medium helps me understand the opinion of others
? This medium touches and inspires me
? This medium helps in a better social interaction

The results of the study showed magazines stimulate the most, followed by the internet.

Attitude towards advertising had two components – ad seeking and ad avoidance.

Ad seeking statements were

? Ads provide useful information about new products/services
? Ads add to the experience of consuming the medium
? Pay more attention to the ads I find useful

Magazines scored with the insight that ads are not irritants in magazines, followed by newspaper, TV, radio and internet.

Ad avoidance statements were

? Ads appear at inconvenient moments in this medium
? Ads in this medium should be eliminated

Ad avoidance was highest for TV, followed by newspapers, radio, magazines and internet.

Below is the engagement index  which showed magazines are the most involving medium, and are about twice as involving as radio and TV.

The study was done with a sample size of 3600 people across 10 cities( by IMRB International).

Mitrajit Bhattacharya, Publisher, Chitralekha Group and President, said, “All studies including AIM's had always shown magazines to be most engaging among all media. Now with the newly created Engagement Index we can tell to what extent. It's a huge step forward from our earlier survey.”

According to the survey magazines have scored really well in stimulation, information and quite interestingly are more advertiser friendly compare to other mediums which comes as a surprise, in  a scenario where the magazine industry is seen as one which has been on the decline as a whole.

“Firstly, magazines are not on a decline. Magazines revenues as per PMMAO released recently had grown by over 6% which is quite good. However I agree that this will help a lot in building the necessary perception for the magazines. We feel in a cluttered media scenario of today, a medium that offers high engagement is a sure winner. Magazines score high on each individual partial engagement index like mind measures, information, escapism, stimulation and attitude towards advertising.”


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