IMC 2009: In search of that elusive ROI

‘Do magazines give a better ROI’ saw Ambika Srivastava and Shashi Sinha speak at length on several pertinent issues such as Do magazines help deliver scale? Do they help optimise media plan? The role of creativity in delivering ROI, etc. The two media stalwarts were speaking at the two-day Indian Magazine Congress 2009 that concluded in the Capital on November 6.

e4m by Rishi Vora
Updated: Nov 7, 2009 9:27 AM
IMC 2009: In search of that elusive ROI

Do magazines generate enough ROI? Do they deliver value to publishers, advertisers and media agencies? Do magazines help deliver scale? Do they help optimise media plan? How do they boost a campaign? What is the role of creativity in delivering ROI? These were some of the questions that were discussed on Day two of the Indian Magazine Congress (IMC) 2009 in the session titled ‘Do magazines give a better ROI?’ Media stalwarts Ambika Srivastava, CEO, ZenithOptimedia; and Shashi Sinha, CEO, Lodestar, deliberated on the ROI issue, while Pradyuman Maheswari, Group Chief Editor, exchange4media Group, moderated the session.

The two-day IMC 2009 was held in Delhi on November 5-6. Worldwide Media was the presenting sponsor, while Chitralekha and Cannon were the associate sponsors. exchange4media Group (exchange4media.com, impact and Pitch) was the media partner.

According to Srivastava, for magazines to deliver better ROI, personalisation played an important role. On the metrics, she said, “Metrics are important, and if we have that in place, half of the battle is won. Keep innovating with advertisers, consumers and media agencies. You will find ROI.”

Shashi Sinha explained that a penny saved is a penny earned, but in media, a penny well spent was more than a penny saved. According to him, ROI in magazines was nothing but the quality of contact at the right price. On how ROI could be increased, he stressed on the importance of engagement as an integral part of delivering ROI.

Commenting on the demographics, Sinha noted that consumers of magazines were more affluent in nature than consumers of other mass mediums. On leveraging magazines with digital, he said that magazine content online may or may not eat into the readership of magazines. However, he was strongly in favour of leveraging the two mediums. “Integration between online and offline should happen, and if that happens, one could expect ROIs coming in,” he affirmed.

Taking the audiences through the challenges that magazines faced, Sinha said, “Drop in circulation is a problem, and while magazines deliver reasonable reach, niche publications are unable to reach the regular number criteria.”

On the measurement aspects of magazines, Srivastava urged all stakeholders to come together and agree on a metrics as a joint responsibility.

On being asked whether the advertising pie would go up from the current 3 per cent, she replied in the affirmative and said, “I am optimistic. Magazines are doing well on the creativity standpoint, but from a value standpoint, a lot more could be done.”

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