Top Story

e4m_logo.png

Home >> International >> Article

Business publications lose readership. The only exception is ET.<br>exchange4media analysis of IRS 01-R1 readership data

02-July-2001
Font Size   16
Business publications lose readership. The only exception is ET.<br>exchange4media analysis of IRS 01-R1 readership data

According to the latest IRS data (01-Round 1) analyzed by exchange4media, Business Dailies and Magazines have lost readership. In gross terms, the drop is as high as about 10%.

All magazines have suffered a loss of readers, without exception.

Among dailies, however, top two business dailies have been spared.

Business Dailies

Business Standard has not been so lucky. It has lost over 40% of its readers in Delhi and 35% in Kolkata compared to the previous report (IRS R2-00). What hurts, perhaps more, is the fact that more than half (55%) of their SEC-A readers have deserted them. SEC B & C segments have however made-up a bit, but that is not what the paper might find very flattering to hear. There is more bad news. One third of BS readers in the prime 25-44 years age segment are no longer reading BS.

ET bucked the trend by increasing its urban readers by 7%. Geographically, much of the gains made by ET are concentrated in top 4 metros, with Chennai seeing a whooping increase by 40%. ET has, however, lost readership in the southern states of AP, Karnataka and Kerala. Banglore saw a big decline of 19% readers.

Its readership in SEC B grew by 12%. ET can now boast of a readership of over a million. With Financial Express, static at about 1.5 lakh readers, as the distant #2, ET is in the splendid solitude of an unchallenged leader.

Business Magazines

Business magazines are a truly tragic lot.

All of them have lost readers. And the losses are the biggest in the commercial capital, Mumbai. The city with the largest concentration of Business readership has shown a drop of over a third for BT and BW. BI has however, marginally gained in Mumbai, its home-turf.

Business Today, which was breathing close to Business India (current readership 7,88,000), till last year with just 23000 readers separating them, now has a gap of over a lakh to bridge. Business World, threatening to gatecrash into the top league with a 5-buck cover price and a weekly frequency, is a long way off from that feat. It does not reach even half as many readers as Business India.

Intelligent Investor claims to be the ‘highest circulated Business magazine’. They have an ABC certificate to back their claim. IRS does not seem to agree. At 288,000 readers, Intelligent investor does not even have as much as 40% readership as the leader, Business India. This is not the first time that such a mismatch has been discovered. Outlook, its elder sibling, has had a good experience of fielding such questions.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.