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Sometimes back, AIM (Association for Indian Magazines) 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.
Tarun Rai, CEO, Worldwide Media, India summarised the topline findings of the study through an audio-video clipping. However, the full version of survey, that covered 3,400 people, 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.”
Source: Abstract taken from Exchange for Media
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