The Indian Readership Survey (IRS) 2011 Q2 results released on September 30 have brought positive trends for the magazine industry as well. As per the survey, eight out of top ten Hindi magazines have witnessed growth in average issue readership (AIR) as compared to the previous quarter. Besides, during same period, the top five magazines have garnered positive growth in AIR, adding 5.31 lakh readers combined.
Pratiyogita Darpan has time and again emerged as the leader in the space. With a continuous growth in the AIR, the magazine has added a total of 3.51 lakh readers in one year. The AIR of Pratiyogita Darpan stands at 21.54 lakh as per IRS 2011 Q2.
Saras Salil has reported a 5 per cent growth in its AIR as compared to the previous quarter, but witnessed a minimal decline of AIR of 6,000 over last year. As per IRS 2011 Q2 results, Saras Salil has registered an AIR of 20.39 lakh.
Giving tough competition to Meri Saheli and India Today, Cricket Samrat is ranked third among Hindi magazines with an AIR of 12.13 lakh in IRS 2011 Q2. Adding 1.26 lakh readers in a year, the monthly has seen a robust growth of 12 per cent over last year, while its AIR of the magazine has grown by 23 per cent as compared to the previous quarter – adding 2.29 lakh readers.
Meri Saheli, with an AIR of 11.74 lakh, is the fourth most read Hindi magazine. Close on its heels is India Today (Hindi) with an AIR of 11.44 lakh – losing 1.57 lakh readers as compared to last year.
The AIR numbers for Grehlakshmi and Grih Shobha moved south, with the former losing 1.5 lakh readers over last year and Grih Shobha seeing a decline of 1.73 lakh in AIR during same period.
On the other hand, with an AIR of 7.64 lakh, monthly magazine Vanitha has grown by 9 per cent over last year. Nirogdham has witnessed a decline of 9 per cent in AIR over last year; while, adding 52,000 readers over the previous quarter, the AIR of the magazine has grown by 7 per cent. Meanwhile, fortnightly Sarita has registered an AIR of 7.32 lakh, claiming the tenth rank among Hindi magazines.
The IRS Q2 2011 analysis is brought to you by the exchange4media Group & Lintas Media Group