The Association of Indian Magazines (AIM), in partnership with exchange4media, presented the AIM Engagement Survey to industry stakeholders on July 18, 2012 in New Delhi, as part of the three-city tour.
The presentation was mainly held for the media and advertising industry as well as for clients to highlight the importance of investments in advertising in magazines and help them realise the importance of magazines as an important medium.
Speaking on magazines from the point of view of luxury and lifestyle brand portfolio, Neeraj Kumar, Director Marketing, Beam Global Spirits and Wine remarked that when it comes to brand engagement platforms and brand engagement tactics, a brand has to be a storyteller and story maker. “Brands should create stories that will be told and inspire, which are unique, bold and change attitudes and perceptions. In that, each of us are just like magazines,” he added.
Commenting on the AIM Engagement Survey, Kumar said that the research showed how magazines could be robust and just as in the case of brands, talk to a multitude of customers. “Brands are about their consumers as much as magazines are about their readers. And every consumer likes to relevantly engage with the media he consumes every time,” Kumar observed.
He further noted that magazines faced the same questions that brands faced today. Both are looking for conversations, custom content, convenience, entertainment, commerce and, what Kumar called, cocktail ammunition.