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Magazine problems under the scanner at AIM meeting

12-June-2007
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Magazine problems under the scanner at AIM meeting

The members of the Association of Indian Magazines (AIM) discussed various issues in the association meeting that was held this month in Mumbai on June 11. The meeting sought solutions to various problems, and one of the first things discussed was logistics.

Ashish Bagga, President, AIM, and CEO, India Today Group, explained that there are increasing problems with the postal services and the railway systems when it comes to magazine distribution in India. The other issue under the scanner was that of research. Bagga informed that talks are progressing with the National Readership Studies Council and the Media Research Users’ Council to create a separate module for magazine, and more was discussed on what this module should be like.

The association is also focussing on customised research, where the objective is to use examples and case studies to position magazines as a stronger medium in comparison to other media. Bagga said, “The idea is not to take any one brand and consider what it did for a product; but take magazine as a medium and what it did for a certain product category.”

These case studies would be discussed on forums like the Indian Magazine Congress (IMC), and shown in workshops and even in meetings with agencies and clients.

A widely discussed topic was the IMC, which in its third year, will be held in Mumbai. The Congress was being held in Delhi in the last two years. Bagga said, “Mumbai is a very important market and in fact, we wanted to conduct the Congress in Mumbai last year itself.”

The AIM was formed in February 2003 to promote the magazine industry in India, and to create a forum of Indian magazine publishers to represent the interests of Indian magazines and periodicals with consumers, advertisers, advertising agencies and the government.

AIM was originally started with just eight members, and in three years, it represents 32 publishers with over 110 publications. The association is aggressively looking at inviting new members to the organisation as well.

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