Top Story


Home >> Media – Print >> Article

Magazines are ‘better’: Mitrajit Bhattacharya

Font Size   16
Magazines are ‘better’: Mitrajit Bhattacharya

The Association of Indian Magazines (AIM) in partnership with exchange4media presented the AIM Engagement Survey to industry stakeholders on July 18, 2012 in Delhi, the concluding leg of a three-city tour.

The presentation was mainly held for the media and advertising industry as well as for the clients to highlight the importance of investments on advertising in magazines and help them realise the importance of magazines as an important medium.

Recalling the FIPP Global Awards that he had attended in London, Mitrajit Bhattacharya, President & Publisher, Chitralekha Group and Vice President, AIM, said that the maiden entry research was presented and voted second best research work. It was noticed worldwide after competing with advanced markets like the US, Belgium, Netherland, Britain, Spain.

Speaking further, Bhattacharya said that today it is a change of conversation from only reach to something else. Today, we live in an era of “always on media”, where everything is on – TV, laptop, mobile, YouTube, Twitter, etc. With so many different platforms, there is unconscious filtering, a paradox of choice leading to a “distracted consumer, which finally leads to noise”. The trend is to move from more messages to less noise; more messages to better connections. “The current measurement metrics concentrate on more. We believe magazines make better connections than any other medium,” he pointed out.

Delving further on the AIM Engagement Survey, Bhattacharya informed that the Survey was given to Quantum for the qualitative part and to IMRB for the quantitative part. “This research is the first large body of work done by any magazine association in India. It does not address all the issues, but is a starting point,” he added. The presentation highlighted that as far as magazines are concerned, it is about engaging with individuals and that magazines have many benefits – they are read alone with undivided attention when one is relaxed; there’s an element of trust; we make sure we get our money’s worth; we get information on a variety of categories; ads in magazines are without interruptions; and magazine readers have the highest ‘purchase intent’, which, according to Bhattacharya, was a “surprise element”.

The research was followed by a campaign in 90 magazines, including trade magazines, in the form of a teaser ad, which had six different creatives. The ads highlighted hard-core facts like 80 per cent of readers do nothing while reading magazines; 66 per cent readers turn to magazines when they want to relax; 66 per cent give undivided attention to magazines. “This all about multitasking, and we see a high score of trust in favour of magazines,” he said, adding ads are very much a part of the magazine experience.

“The conversation is different, it’s moving from quantity to quality, more to better,” Bhattacharya concluded.


Tags Association of Indian Magazines AIM Engagement Survey Chitralekha Group Shree Lahiri

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3