Top Story


Home >> Media – Print >> Article

IMC 2010: AIM to conduct ‘Engagement Study’ for magazines as alternate source of data

Font Size   16
IMC 2010: AIM to conduct ‘Engagement Study’ for magazines as alternate source of data

The Association of Indian Magazine (AIM) announced on September 7, 2010, that it would conduct an ‘Engagement Study’ for magazines, which could act as an alternate source of data for advertisers. Pradeep Gupta, President AIM, announced this on Day 2 of the Indian Magazine Congress (IMC), after advertisers and media agencies expressed their concerns over the measurement issue that has plagued the magazine industry for long.

Gupta said “Compared to other mediums, consumers read magazines again and again. They have a completely different level of engagement. 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 advertisers and media agencies suggested that the industry itself got 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 publishers.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by