The Association of Indian Magazines (AIM), in partnership with exchange4media, presented the AIM Engagement Survey to the media industry on July 11, 2012 in Bangalore, as part of a three-city tour.
The presentation was mainly held for the media and advertising industry to draw the attention of the media planners on investment in magazines. The panel discussion brought to light the importance of magazines in the whole of media industry for building a brand.
Speaking at the event, Mohit Joshi, Managing Director, MPG India spoke about the power of storytelling that magazines have and its potential for brand building.
“We believe in 3Ts – Talk, Think, and Trust. Talk and think is an integral part of brand building. But trust is one of the most important aspects when it comes to magazines. Loyalty towards magazines is based on trust.”
He cited the example of L'Oreal brand that had utilised 50 per cent of its spends on magazines such as Femina and Elite. He said that these initiatives were the most effective for the brand.
Joshi stressed on the importance of RoI, which according to him, plays a very important role for media planners. Talking about his organisation he said that they take a lot of parameters into consideration before deciding which medium to choose. MPG India has a study ‘Connect’ that looks at categories and find out the relevance of having an ad in a particular medium.
Magazines bind consumers and build brand loyalty. “Innovation is and has to be the first criteria for any brand to get consumers and this is especially required for magazines,” concluded Joshi.