ICG's Guy Consterdine Spearheads International Research Forum

Guy Consterdine, independent consultant on print media research and member of ICG (Independent Consultants Group), convened an international conference on behalf of his client FIPP – the International Federation of the Periodical Press. 48 research professionals from sixteen countries spent two productive days discussing the latest developments in magazine research, at FIPP’s Research Forum in Budapest, Hungary, on 18 & 19 March 2008.

Fresh evidence was discussed concerning the strength of readers’ engagement with their magazines, and the way that magazines drive consumers to access the internet and to create ‘buzz’ through word of mouth communication. New research underlines the unique contribution of magazines within mixed-media advertising campaigns, and the effectiveness of the medium. Innovations continue to be made to the way that editorial content can be researched.

In addition to creating the programme and inviting speakers, Guy Consterdine presented three papers himself. One described the results of FIPP’s latest study of successful consumer magazine websites, a study which had been conducted online by Guy.

His second paper provided explanations of why, in countries around the world, magazines’ circulation and readership figures have sometimes not moved in the same direction.

In a separate presentation, Guy summarised some recent developments in magazine advertising research, including projects which proposed methods of determining the optimum amount of advertising investment to place in magazine or television campaigns.

Further information about the FIPP Research Forum can be found at www.fipp.com (click on Research).