INM’s 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 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: “Return on investment is fundamental to our advertisers, and the Book of Evidence served to prove the power of print to deliver financial returns.”

View findings from The Book of Evidence here.