The Association of Indian Magazines (AIM), in partnership with exchange4media, presented the AIM Engagement Survey to the industry stakeholders on July 9, 2012 in Mumbai, as part of the 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 realize the importance of magazines as an important medium.
Speaking at the event, Mrinmoy Mukherjee, Director, Marketing and Business Development, Raymond Ltd, started his presentation with consumers rather than magazines since he believed that it is more about the consumer and the consumption opportunities that he or she provides marketers with that enables them to get together to discuss what they can do to reach in a manner that this consumer would deliver marketers the business numbers they are looking forward to. That opportunity is also anticipated by marketing experts, media experts and creative experts.
Mukherjee stressed, “We need integrated marketing approach in order to reach the consumers in terms of television, radio, out of home, etc., and then we also have magazines that we could discuss. We also need the marketing experts, the media experts and the creative experts to discuss how we can make this work. We talk about circulation, readership and engagement; but we at Raymond and the marketing faculty believe that magazines go beyond these three aspects. Magazine is believable. When we advertise in a medium that is believable, the opportunities for the brand to stay relevant in the consumers’ mind also increases.”
Three key points were also discussed regarding what brand owners expect from magazine owners. According to Mukherjee, the first point was knowing that each customer is important for brand extension thus leveraging on the power of one. Magazines had more customers for the longest periods of time and for decades magazines have been sitting on a fantastic database of consumers. But what one does with this is important for the betterment of the prospect of the magazine and the brands in the magazine.
The second point leveraged on the fact that being niche or broad based is immaterial as long as it is pertinent to the brand that is using the magazine. The number and kind of advertisers is important else the brands might get lost.
The third point shed light on the importance of valuing the magazines whether it is in print form, digital form or in whatever form that is best suited for the content to be delivered to the consumer. Mukherjee believed that as far as magazines are concerned, engagement delivers the brands and has an interesting role to play in the brand communication strategy with its customers and that’s why one advertises in magazines.