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Creating long lasting engagement through magazines

13-October-2011
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Creating long lasting engagement through magazines

With the Association of Indian Magazines (AIM) set to release the detailed findings of its Engagement Study in a month’s time, a discussion on the topic at the 38th FIPP World Magazine Congress took the audience through the exciting USPs of magazines. Guy Consterdine, CEO, Guy Consterdine Associates, UK, moderated the session.

Presenting India’s point of view on Engagement Study for magazines, Tarun Rai, CEO, Worldwide Media, India, took the audience back to good old days of 1982 when India had only one TV channel that too was government funded. “With the speed in which media galloped ahead over the period of time, is a fantastic growth,” said Rai, adding, “And, now we have more than 700 TV channels, 400 radio stations, thousands of Print publications and 3rd largest internet user population in the word.”

Rai noted that as we are living in the age of ‘Always On’ media, it is leading us to unconscious filtering (of messages) and paradox of choice. It is leading to create noise and further distracting consumers, “which has huge risk of message getting lost,” said Rai, adding, “Consumers expecting to have less noise and it is challenge for us to move from more message to better connections.”

Sometimes back, AIM decided to have better connections with media buyers and suggested them that magazine makes better connections. And to corroborate this, “we commissioned two independent research agencies for an engagement survey. Our research is in competition against other media,” noted Rai.

Rai summarised the topline findings of the study through an audio-video clipping. However, the full version of survey, that covered 3,400 people, will be released in a month’s time, its topline finding says that magazines are read with a purpose hence engage readers. “As it is read alone in calm and relaxed mood, 9 out of 10 readers do nothing while reading a magazine – leading to greater engagement,” revealed the research.

Meanwhile, giving international prospective on Engagement Study, Esther Braspenning, International Advertising Resource Manager, Sanoma Media, Belgium, disclosed engagement study results from various parts of the world.
According to survey, globally, people have positive emotions for magazines and are close to readers. The findings say that people read magazines mostly for inspiration, guidance, to symbolise status, for entertainment etc.

However, magazines are read only a few minutes in a day, but it is not about timing, but attention that they get. Magazines are less multitask medium, hence readers pay attention while reading. As magazines stay in house for long, it is picked and read again and again. On an average, a magazine is read by a reader at least six times – lead to long lasting engagement.

Braspenning further noted that magazines lead to greater advertising experience. The survey results say, “3 of 10 page pulled as favourite were advertisement pages. 75 per cent readers say ads were reason to visit any website or shop. Magazine ads are processed and stayed in memory better than TV ads.”

Going forward, while the global survey results giving almost similar trends as AIM’s study shows, it will be interesting to see what more details emerges from the detailed report of AIM is going release soon.

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