Association of Indian Magazine (AIM) has announced that it will conduct an ‘Engagement Study’ for magazines, which could then act as an alternate source of data for advertisers. Pradeep Gupta, President AIM, announced this decision at Indian Magazine Congress (IMC) on day two, after advertisers and media agencies voiced their concerns over the measurement issue, which has marred the magazine industry for long.
Gupta said “Compared to other mediums, magazines have a different effect on its readers. Consumers read magazines again and again. Magazines have a completely different level of engagement altogether. Magazine reading is very immersive and concentrated. Several international studies have shown that magazines are one of the most engaging forms of medium. Therefore, we feel that it is important for us to represent the industry and conduct such a survey.”
The decision was taken after the advertisers and media agencies suggested that the industry itself gets a survey done. Time and again magazine publishers have shown their aversion towards the numbers put forth by the readership and circulation data. AIM plans on having the survey done by a research organisation, which will measure the engagement level of each magazine. The decision will certainly be welcomed by advertisers and the publishers.