Magazines make brands vibrant: Maheshwer Peri

The Chairman of Pathfinder highlights how magazines have effectively helped launch and sustain brands

e4m by Shree Lahiri
Updated: Jul 20, 2012 7:39 PM
Magazines make brands vibrant: Maheshwer Peri

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 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 realise the importance of magazines as an important medium.

There have been no dearth of research on magazines, but the Indian context had been missing. This led AIM to get together four years back to work on a survey that will validate the power of magazines and the power of engagement that magazines can deliver, said Maheshwer Peri, Chairman, Pathfinder Publishing, while explaining how the AIM Engagement Survey came into being.

The inspiration behind the Survey was Donald Kummerfeld, past President of FIPP, who passed away last week. Kummerfeld used to say, “Unless Indian magazines come together and do a survey, which validate the findings of any international survey, we will still fail in our efforts to sell magazines”.

Citing examples to demonstrate the power of engagement of magazines, Peri said that if one searched ‘Outlook, dosa’ in Udipi, one would be actually led to the best restaurant. He further shared how Outlook Traveller had been popularising hitherto unknown tourist destinations. Another example he cited was that of Madura using the magazine medium to launch its ‘stainfree shirt’. Madura inserted a patch of the cloth used to make its stainfree shirt in magazines and asked people to pour anything on it. The ad stated that if the cloth got stained, then don’t buy it. The outcome was that within a week all the 5,000 shirts manufactured by Madura were sold out. Color Plus has always used the back covers of magazines. Arvind Mills has launched its spring-summer collection through a 16-page supplement – all these would be possible only in the magazine medium, Peri pointed out.

“Magazines have created brands and made them vibrant,” he said, adding that magazine is a persistent media and not an ephemeral media, and has a longer shelf life.

What the AIM Engagement Survey states is what we always believed was true, he added. Referring to another survey, which involved ‘brain mapping’, he showed how magazines scored twice against the nearest competition on all four parameters that had been identified – positive desire, visual purchasing, trust and attention.

According to the findings in the AIM Survey, if one invested Rs 100 in TV, the return was Rs 101, whereas in magazines, the return was Rs 160. In households exposed to magazine ads, the purchase intent was 36 per cent more than those not exposed. “Every single parameter we took up in AIM, the result is not dissimilar to any part of the world,” he concluded.

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