Dainik Bhaskar
Colors
Writer: Arwa Sultanali - Monday, Oct 10,2011 11:14 AM

IRS 2011 Q2: Magazines gain 8.34 lakh readers over the year

The Indian Readership Survey (IRS) 2011 Q2 results show an overall increase of 2 per cent in the average issue readership (AIR) of Indian language magazines, taking it up to 34,904,000 this year from 34,070,000 in the corresponding period last year.

Among the top ten language magazines in India, Bengali publications have recorded the top spot in terms of growth. With a growth rate of 16 per cent, Bengali magazines have added 4.48 lakh readers over the year to record an average issue readership (AIR) of 33.10 lakh in IRS 2011 Q2.

Kannada magazines have witnessed the second highest growth rate of 9 per cent, adding 96,000 readers over the year, taking the AIR to 11.80 lakh in the latest quarter.

Both English magazines and Hindi magazines have recorded a growth of 7 per cent each. While English magazines have recorded an AIR of 78.95 lakh in IRS 2011 Q2 from 73.61 lakh in the corresponding period of last year, Hindi magazines have seen its AIR going up from 12,109,000 in 2010 Q2 to 12,905,000 in this quarter.

Malayalam magazines saw a marginal increase of 0.5 per cent from 75.22 lakh readers in the previous year to 75.59 in IRS 2011 Q2.

However, all other magazines have seen decline in their growth rate, with Telugu magazines witnessing the steepest decline of 24 per cent. The AIR of Telugu magazines fell to 7.30 lakh in this quarter from 9.63 lakh last year.

This was followed by Tamil and Assamese magazines, which witnessed decline of 19 per cent and 18 per cent, respectively. While the AIR of Tamil magazines fell to 29.70 lakh, the AIR of Assamese magazines declined to 6.82 lakh in IRS 2011 Q2.

Marathi magazines lost 97,000 readers during the year to record an AIR of 5.48 lakh in this quarter. Gujarati publications have seen a decline of 8 per cent, taking its AIR down from 2.56 lakh to 2.36 lakh in IRS 2011 Q2.

Meanwhile, Oriya magazines have seen a dip of 2 per cent in its AIR from 3.81 lakh in 2010 Q2 to 3.73 lakh in this quarter.

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