While the Indian Readership Survey (IRS) results have shown negative trends for special interest periodicals, business magazines, though with low readership base, continue to grow over the years with proliferation in titles and targeted content. Healthy growth is seen across titles, except for Business India and Business & Economy.
As per the IRS 2011 Q2 results, the business magazine domain has seen growth of 8 per cent over the corresponding period last year. And when compared to Round 1 of 2009, the domain has witnessed a robust growth of 19 per cent in average issue readership (AIR). The gap between Business Today and Outlook Business has been narrowing over the years, with Outlook Business seeing some robust growth.
With AIR of 3.33 lakh, however a decline over last year, Business Today is the most read business magazine of the country. Following it closely is Outlook Business with an AIR of 2.64 lakh - a robust year-on-year growth in readership.
Interestingly, replacing Business India over last two years’ time, with an AIR of 1.99 lakh, Business World has emerged as the third most read business magazine of the country. Business India’s decline story was continued last year too as it reported an AIR of 1.78 lakh, down from 2.24 lakh in Q2 2010.
Outlook Money has also been able to attract readers with a growth of 3 per cent (over last year) in readership taking its current AIR to 1.19 lakh. With a decline of almost 20 per cent over last year, Business & Economy has been continuously losing readers. Its current AIR perched at 66,000. Meanwhile, Outlook Profit has had a debut in IRS with an AIR of 36,000.