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<I>exchange4media Analysis IRS 01 R2</I><br>Business genre arrests decline. Business Magazines have a new #1. Delhi readership zooms up by 27%

08-April-2002
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<I>exchange4media Analysis IRS 01 R2</I><br>Business genre arrests decline. Business Magazines have a new #1. Delhi readership zooms up by 27%

Business Newspaper and Magazines have managed to arrest readership decline. In our earlier analysis, comparing IRS01 R1 with 00R2, we had reported 10% loss in total readership (Newspapers and magazines). Comparison of IRS 01R2 with earlier round indicates no drop in total gross readership.

While no decline- no growth may be a picture of tranquility, much is happening when we take a closer look at individual titles and markets.

For one, business magazines have a new leader! Business Today, with 7.05 lakh readers is now marginally ahead of Business India (6.89 lakh readers). Modest gain in BT readership (3.5%) and a sharp decline in BI readership (12.6%) ensured this change of leadership. Business World grew faster (7.5%) than BI and BT but is still much less 4.17 lakh readers.

What is fascinating to note is that much of this growth has come from Delhi. Delhi accounts for 11% of business readership universe and grew by a staggering 27%! BT, Intelligent Investor and Financial Express were notable gainers in Delhi, recording stupendous growths of 60%, 158% and 68% respectively. Much of this growth has to do with aggressive marketing unleashed by both BT and Intelligent Investor.

The unchallenged leader, Economic Times with over 10 lakh readers, maintained its huge lead as Business Standard lost 12% of its reader. The dominance of Economic Times is evident from the fact that combined readership of BS, FE and Business Line is just about 30% of ETs readership!

Though not strictly comparable, that leaves only Business Today to take on this Goliath. With BT turning 10 bucks and launching slew of special initiatives, it would be interesting to look at the next survey results.

News/ Current affairs magazines fail to capitalize.

With a few noticeable exceptions, magazines lost 10% of their readers (total readership- 16.25 crores). Outlook, The Week and Women's Era managed to grow their readership base by 5%, 6.5% and 4% respectively.

What is interesting to note is that while Satellite channels reported manifold growth in their viewership, English news magazines registered virtually no growth. The gross readership grew only by 1% (86 lakh readers). Amongst the top three magazines, while readership of Week and Outlook grew, India Today lost 1% of its readers (total readership - 47.66 lakhs). Delhi seems to be a vibrant market for this genre. Total readership of news magazines in Delhi grew by a whopping 30% to account for 9.37 lakhs.

English Women/Lifestyle/Film magazines, clubbed together because of predominantly women readership, seem to be losing their readership. It lost 9% of readers. Woman's Era was a notable exception. Readership grew by 4.2%. Part of this modest growth due to a healthy 15% increase in SEC A1 (total readers- 9.4 lakhs)

Saras Salil, a feature based Hindi magazine, continues to dominate the readership charts with 89 lakh readers. Being a low cover price and widely distributed magazine it has a high (65%) readers from non-urban India.

This sums up our take on IRS 01R2. We are keen to hear your feedback and comments on this piece. Do mail us at content@exchange4media.com

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