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IRS2011Q2 IRS 2011 Q2: Kids’ magazines fail to attract young readers

IRS 2011 Q2: Kids’ magazines fail to attract young readers

Author | Arwa Sultanali | Friday, Oct 21,2011 9:15 AM

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 IRS 2011 Q2: Kids’ magazines fail to attract young readers

Most of the kids’ magazines have seen a downward trend in the latest Indian Readership Survey. Champak magazines tops the chart with an AIR of 8.73 lakh in 2011 Q2 compared to an AIR of 9.06 in 2009 R1 – a 4 per cent decline.

Placed second, Balarama has suffered the worst hit with an AIR of 8.18 lakh in 2011 Q2. The magazine saw the maximum drop of 43 percent over an AIR of 14.35 lakh in 2009 R1 and a 33 percent decline over an AIR of 12.21 lakh in 2010 Q2.

Nandan magazine retained its readership position on the third spot with an AIR of 5.64 in 2011 Q2, losing 1.71 lakh over an AIR of 7.35 in 2009 R1. The same magazine lost 1.29 lakh readers over an AIR of 6.93 in 2010 Q2.

Balhans at No. 4 witnessed a rise of 12 percent over the year – from an AIR of 3.99 lakh in 2009 R1 to 4.48 lakh in 2011 Q2.Nanhey Samrat ranking fifth has an AIR of 4.06 in 2011 Q2. Chotu Motu at No. 6 scored over all other kids magazines. It continued to add 45,000 new readers over the year and 1.48 lakh readers over two years taking its readership base to 3.46 lakh in 2011 Q2.
Wisdom magazine at No. 7 has seen a decline of 32 percent over two years and 27 percent over a year – from an AIR of 4.55 lakh in 2009 R1 to AIR of 4.22 lakh in 2010 Q2 to an AIR of 3.09 in 2011 Q2.

Balarama Digest at No. 8 saw a decline of nine percent over the year – going from an AIR of 3.37 in 2010 Q2 to an AIR of 3.07 in 2011 Q2. Junior Viketan stood at 9 and registered an AIR of 2.95 lakh in 2011 Q2.

At the last position, Balabhumi registered an AIR of 2.93 in 2011 Q2. It saw the maximum decline of 38 per cent over the year and a decline of 41 percent over two years.

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