The Association of Indian Magazines (AIM) in partnership with exchange4media will present the AIM Engagement Survey to industry stakeholders in three cities. The first leg of the tour will be in Mumbai on July 9, Monday. There will also be a panel discussion on ‘Magazines – The Power of Engagement’.
This Mumbai leg will be followed by similar initiatives in Delhi and Bangalore at a later stage.
AIM, which is the industry representation for magazines in India, launched the AIM Engagement Survey in 2011 wherein it commissioned a two-phased research; a qualitative research by quantum followed by a large scale quantitative survey by IMRB, involving 3600 people across ten cities. The study demonstrated the key underlying strengths of the magazine medium which explained why magazines are such an effective medium for advertisers.
Prior to the presentation, a workshop would be conducted for representatives from respective publications to help them understand the purpose of the Engagement Survey and imbibe the necessary information from the same. The workshop would largely target sales team to leverage on the importance of ad sales in magazines.
The panel discussion would be held mainly for the media and advertising industry as well as for the clients to highlight the importance of investments on advertising in magazines. This initiative would focus on both sides of the industry and help them realise the importance of magazines as an important medium.
The panel will comprise Shashi Sinha, CEO, Lodestar Media, Shubhranshu Singh, CMO, Visa and Mrinmoy Mukherjee, Marketing Director, Raymond. Tarun Rai, CEO, WWM will be the Moderator for the panel discussion.
The AIM Engagement Survey has won the highly commended award for Best Research By Any National Association at the FIPP Research Awards 2012.
Information from the study has also been included in the forthcoming book 'Proof of Performance: The Case for Magazine Media' authored by Guy Consterdine, Research Consultant to FIPP.