By A Correspondent
The Association of Indian Magazines (AIM), the apex body of magazine publishers in India, commissioned leading market research firm IMRB in 2010 to conduct a large survey, covering a sample size of 3,600 over 10 cities. The study released at the Indian Magazine Congress held in Chennai on February 23 and 24, has shown high engagement scores for magazines on all key parameters like ad avoidance, information seeking, purchase intent and such.
Industry leaders urged AIM to take these findings forward and create an index as a composite score, which would clearly demonstrate the extent to which magazines are engaging, vis-a-vis other media. “That’s exactly what we did,” says AIM President Mitrajit Bhattacharya, adding: “We ran a regression analysis on the same data and came out with weights for individual indices like Mind Measures (weight .59), Ad Avoidance (-.32) etc. and then we created a Composite Index.”
A two-step process was followed to create the Engagement Index. The first step entailed running a regression on a key dependent variable and evaluating the hierarchy of each of the partial engagement indices. The second step required evaluating each medium on the partial engagement indices and arriving at a final Engagement Index.
The study demonstrates that magazines are twice as engaging as television and radio (239 indexed to 100 of Radio).
The Engagement Index Findings
| Statements which constitute Mind Measures (Weight: 0.59):This medium matches my personal interests/ personality
This medium shows how I can approach problems This medium is trustworthy and reliable This medium helps me stand out and create an impression This medium is like an undemanding companion
Statements which constitute Escapism (Weight: 0.20): This medium is relaxing and a good escape I can consume this medium anywhere and at any time
Statements which constitute Information (Weight: 0.20): I am always discovering something new with this medium This medium keeps me updated with latest styles and trends This medium helps me in expanding my knowledgeÂ
Statements which constitute Stimulation (Weight: 0.18): This medium helps me understand the opinions of others This medium touches and inspires me This medium helps in better social interactionÂ
Statements which constitute Ad Seeking (Weight: 0.14):Â Ads provide useful information new products/ services Ads add to the experience of consuming the medium Pay more attention to ads as I find them more useful
Statements which constitute Ad Avoidance (Weight: -0.32):Â Ads appear at inconvenient moments in this medium Ads in this medium should be eliminated
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