MAM
Magazine ads more RoI efficient than TV: IPC
MUMBAI: For magazine publishers, this is a research finding that would bring them cheer as they face dwindling subscriber and advertising numbers. According to UK-based IPC Media, magazine ads are more efficient than television in delivering return on investments (ROI).
The research, named AdValue and carried out in collaboration with Nielsen, shows that every pound invested in magazine advertising fetches an average RoI of ?1.40.
Advertising in magazines led to an average increase of eight per cent spend per consumer household spend.
Nielsen used its Homescan panel alongside AdDynamix data to analyse the advertising campaigns of six FMCG brands – Lenor, Comfort, Flash Febreze, Hellmann’s, Colgate and Dove – and isolate the effect of the magazine advertising on household spend. Advertising spend data was then used to calculate the ROI.
The AdValue research study aimed to understand the impact of magazine advertising on driving sales. This was carried out by analysing sales and media data using two different techniques – a panel-based and an econometrics based approach.
Nielsen UK media analytics director Simon Nudds said, “AdValue demonstrates the ability of magazine advertising to increase sales and deliver measurable results.”
IPC Insight also partnered with Mindshare on an econometric modelling project. This demonstrated that magazines deliver a higher ROI than TV and could be used to improve the efficiency of a campaign without increasing the total budget.
IPC Insight director Amanda Wigginton said, “We’re delighted to be able to provide the industry with new, independently verified data on how magazines are driving sales. AdValue provides compelling evidence that magazines are effective in delivering ROI and directly impact the bottom line. Econometric modelling has also been able to show that magazines are often being under-utilised too!”
Brands
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
