Thursday 14 December 2017

Recognition of INM research at global awards


Karen Preston, INM Group Advertising Director
Karen Preston, INM Group Advertising Director
Samantha McCaughren

Samantha McCaughren

A research initiative by Independent News & Media (INM), The Book of Evidence, received recognition at the International News Media Association Global Media Awards which took place at the Harvard Club of New York City last Thursday.

The Book of Evidence placed second in the category of Best Use of Consumer Research at the Global Media Awards competition - the news media industry's premier barometer for growing audience, revenue and brand across platforms.

The initiative is a culmination of two major research studies commissioned by INM in 2016, the largest of their kind in Ireland and proving without doubt the strong return on investment that print media offers to brands.

The first study commissioned Amarach Research to conduct a face-to-face study of 13,000 consumers which interviewed newspaper buyers at the point of purchase. The second, Ireland's largest econometrics study, was conducted by Ignite Research and analysed three years of data, 20m data points across four industry sectors.

The findings of which were distilled into an industry tool known as The Book of Evidence and proved the strong return on investment that print media offers to brands.

The 2017 competition generated 655 entries from 196 news brands in 36 countries. The competition was judged in February and March by an international jury of 44 executives from 17 countries representing the worlds of media and marketing.

Karen Preston, Group Advertising Director at INM, said: "As market leaders, we have a responsibility to educate, to innovate - to energise the market and to challenge perceptions.

"Return on investment is fundamental to our advertisers, and The Book of Evidence served to prove the power of print to deliver financial returns."

Sunday Indo Business

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