AIM president Pradeep Gupta told the Indian Magazine Congress: “We are looking at engagement, because we believe that magazines are the most engaging and immersive form of media. Besides being a mobile and portable item to read; even in terms of one’s senses, there is touch, feel and lots of stimulation involved while reading a magazine.”

Gupta’s comments were first reported by Indian marketing news website afaqs!. According to Gupta, there are currently two proposals in place to carry out the study.