While the latest Indian Readership Survey (IRS) 2013 findings have been flayed by the print media industry, with as many as 19 publications deciding to withdraw from IRS subscription, there are some players who do not wish to take any action.
One of the print players on condition of anonymity said, “Last year, we were in favour of giving double CAPI to Hansa and give them a second chance, but we weren’t allowed to so and Nielsen was introduced. After the results, they are not happy with the new agency as well. They should accept the numbers rather than opposing them. Even we have seen growth in some parts of the country and the opposite in a few regions.”
Talking to exchange4media, one of the top executives of a national daily said, “Whether we individually like the results of the IRS in its entirety or not, saying that we want the results withdrawn is like shooting the messenger. The present IRS is the result of more than one year’s work of the RSCI, and while no research can ever give exact measure of readership, this is definitely the best available view of the readership at this time.”
When asked about the latest results, he replied, “We accept the results as the best reflection of the current reality. Our approach is to work with the RSCI going forward to bring about further improvement in the research methodology, execution, and in data validation in order to make the IRS even stronger and more reliable.”
He further said, “As an industry, we are already running with a gap of a year’s data, and it is critical to have current measures available, because that is the only way that marketers and media buyers can chose the right media vehicles, and publishers can demand their fair pricing.”
As is known, as per the IRS Q4 2013 data, which was released by the MRUC on January 28, 2014, majority of the publications have seen a sharp drop in their readership numbers, which has led to several publications questioning the veracity of the numbers and strongly opposing the findings.
Meanwhile, the RSCI Managing Committee, at its meeting with the MRUC Board in Mumbai on February 19, 2014 decided to hold the IRS 2013 findings in abeyance till March 31, 2014. The meeting was called to discuss the way forward for the IRS 2013 with all its stockholders.