AIM's Engagement Study wins big at FIPP Research Awards

Association of Indian Magazines won the award for an extensive research commissioned to understand the efficiency of magazine as an advertising medium.

The Engagement Study conducted by Association of Indian Magazines (AIM) recently won the Highly Commended Award for Best Research by Any National Association at the FIPP Research Awards 2012.

AIM had commissioned a two-phased research: a qualitative research followed by a large scale quantitative survey with 3,600 people across 10 cities to better understand the efficiency of magazine as an advertising medium.

In a ceremony that took place in London on May 29, AIM was presented the citation by Chris Llewellyn, president and CEO of FIPP and Kathi Love, president and CEO of US market research company GfK MRI, the sponsors of the awards dinner. The award was received by Mitrajit Bhattacharya, vice-president, AIM. The overall winner for the category was the entry by the Spanish Association.

Commenting on why the survey received a Highly Commended Award, Llewellyn says, "The Research Award judges were impressed by the insights provided by the survey, and the technical excellence of its methodology. The survey has demonstrated the key underlying strengths of the magazine medium, strengths which explain why magazines are such an effective medium for advertisers. The judges felt that the survey deserved the international recognition it is receiving."

Information from the study has also been included in the forthcoming book 'Proof of Performance: The Case for Magazine Media' authored by Guy Consterdine, research consultant to FIPP.

For the record, FIPP is the worldwide magazine media association that represents companies and individuals involved in the creation, publishing or distribution of quality content, in whatever form, by whatever channel, and in the most appropriate frequency, to defined audiences of interest.