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.