Business publications have bettered their Average Issue Readership (AIR) performance over the last quarter as per the IRS Q3 2010 results, declared on December 2, 2010. All top three business dailies have recorded positive growth, while among periodicals, four of the top six have recorded positive growth.
Dailies
There are no surprises in the list of top five business dailies, which has remained unchanged over the last quarter. Economic Times leads the pack with a 5.98 per cent growth in AIR – from 753,000 in Q2 to 798,000 in this quarter. Mint follows at No. 2 position with an AIR of 179,000 in Q3 as against 166,000 in the previous quarter, a rise of 7.83 per cent.
Business Standard, which is ranked third, has reported an AIR of 160,000 in this quarter, up 12.68 per cent from the AIR of 142,000 in Q2. The pink daily has registered the highest growth among the top five business dailies.
Both Hindu Business Line and Financial Express have seen decline in AIR in the third quarter. Hindu Business Line, which is placed fourth, has registered an AIR of 101,000 in Q3, down 12.17 per cent from the Q2 AIR of 115,000.
Financial Express at No. 5 has registered the steepest fall in AIR among business dailies of 19.57 per cent – from 46,000 in Q2 to 37,000 in the current quarter.
Periodicals
Business periodicals have also shown an improvement in their performance in IRS Q2 2010 with just one out of the top five publications recording negative readership growth in this quarter. Business Today was the most read fortnightly with an AIR of 362,000 in Q3 2010, as against an AIR of 338,000 in the previous quarter, a hike of 7.10 per cent.
On the other hand, Business India has recorded a fall of 6.70 per cent in its AIR to 209,000 in Q3 from an AIR of 224,000 in the previous quarter.
Outlook Business is ranked third with a marginal rise of 1.62 per cent in its AIR – from 185,000 in Q2 to 188,000 in this quarter. Businessworld is the top weekly magazine, recording a growth of 9.20 per cent in AIR at 178,000 from 163,000 in Q2. Outlook Money, too, has seen positive growth. The fortnightly’s AIR is up 8.70 per cent – from 115,000 in Q2 to 125,000 in the current quarter.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
