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IRS’11 Q1: Slide continues for magazines; no changes in top ranking

IRS’11 Q1: Slide continues for magazines; no changes in top ranking

Author | Nitin Pandey | Friday, Jun 17,2011 11:50 AM

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IRS’11 Q1: Slide continues for magazines; no changes in top ranking

No big surprises are seen in the ranking of the top line magazines as per the Indian Readership Survey Q1 2011 data release by Hansa Research and Media Research Users’ Council (MRUC) on June 17. However, the decline trend in readership continues in this quarter as well.

Malayalam fortnightly Vanitha is the most read magazine in the country with an AIR (Average Issue Readership) of 26.53 lakh. However, the magazine has seen a de-growth in its AIR numbers as compared to IRS Q4 2010 data.

Hindi monthly magazine Pratiyogita Darpan, on the other hand, has seen a growth in readership, registering an AIR of 20.27 lakh. The third most read magazine, Hindi fortnightly Saras Salil, has recorded an AIR of 19.45 lakh, a growth over the previous quarter.

Meanwhile, English weekly India Today has seen a decline in its readership as against the previous quarter, reporting an AIR of 16.50 lakh.

Malayalam weekly Malayala Manorama has seen a growth in its readership, registering an AIR of 14.13 lakh. However, India Today Hindi, the sixth most read magazine in the country, has seen a decline in its AIR at 11.37 lakh in Q1 2011.

Meri Saheli, Kumudam, Grih Shobha, and Grehlakshmi, too, have seen negative growth in their respective AIR numbers. While Meri Saheli has registered an AIR of 11 lakh, Kumudam has got an AIR of 10.66 lakh, Grih Shobha has recorded an AIR of 10.61 lakh, and Grehlakshmi has registered an AIR of 10.31 lakh.

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