Our research initiative ‘The Book of Evidence’ received worldwide recognition at the International News Media Association (INMA) Global Media Awards which took place at the Harvard Club of New York City on Tuesday evening, May 23rd.
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 in 2016, the largest of their kind in Ireland proving without doubt the strong return on investment that print media offers to brands.
The first study commissioned Amarách Research to conduct a 13,000 face to face consumer study 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, 20 million data points across four industry sectors. The findings of which were distilled into an industry tool known as the ‘Book of Evidence’ and proved without doubt 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, 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. The wealth of entries to the awards
demonstrates that INM is leading the media sectors both in Ireland and internationally. We will continue to invent and bring the best value to our advertisers. The customer has a powerful voice at every table in INM and our research is the conduit for that voice which is why it is so powerful. To have the Book of Evidence research initiative recognised on a global level is a fantastic achievement”.
Earl J. Wilkinson, executive director and CEO of INMA said: “The winning entries in this year’s Global Media Awards show a media industry growing comfortable with new ways of telling stories for readers and advertisers. We have transitioned from the surprise of transformation to breakthrough creativity in the new ecosystems. INMA is privileged to play a role in surfacing these best practices from media companies worldwide.”
The Book of Evidence also picked up Gold in the category of Best Research initiative and Silver in the category of best Sales Initiative at the 2017 Media Awards earlier this month.
You can view findings from the Book of Evidence here