A discussion on magazines would remain incomplete without talking about readership surveys and the MRUC and NRSC. This pertinent topic was discussed at length by two industry stalwarts – Ashish Bagga, CEO, Indian Today Group, and Lynn De’Souza, Chairman & CEO, Lintas – in the session titled ‘MRUC & NRSC Readership Survey Merger – What does mean for magazine publisher?’ The discussion was part of the two-day Indian Magazine Congress (IMC) 2009.
The two-day IMC 2009 was held in Delhi on November 5-6. Worldwide Media was the presenting sponsor, while Chitralekha and Cannon were the associate sponsors. exchange4media Group (exchange4media.com, impact and Pitch) was the media partner.
“Media agencies had been looking forward to this merger for quite some time, because both organisations show two different survey reports, which are quoted by print media houses claiming superiority, thus adding to the confusion,” said De’Souza.
She further noted, “The downturn was the reason for this merger.”
According to her, there were different kinds of magazines – reach magazines (quality players); niche magazines; etc.
She further said that a magazine needed to provide quality read and be at the right place, to qualitatively engage and generate stickiness, as well as accumulate readership and create value for specialised brands.
Speaking on the MRUC-NSRC merger, Bagga said, “We wanted to put across the industry a unified and vibrant survey. Hence, the Readership Survey Council of India (RSCI) has been formed as a joint body to conduct a unified survey.”
Speaking on the role and composition of RSCI, he said, “The joint body will have equal number of members from both MRUC and NRSC. It will conceive, design, and manage all readership related research study and will address the best available talent across the constituent.”
On the benefit of having a unified survey, he said, “It would lead to co-sponsorship for accuracy, accountability and responsibility. It will minimise any confusion or contradiction and be a common currency for readership measurement. Above all, it will be the gold standard duly endorsed and supplemented by the constitutions.
“We are going to see something revolutionary,” Bagga asserted, adding that the RSCI would be looking at syndicated research and industry-funded single currency.