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IRS 2007 R-2: Magazine readership in India declines further

19-October-2007
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IRS 2007 R-2: Magazine readership in India declines further

Magazine publishers in India would’ve expected this, given their experiences in the previous rounds. Indian Readership Survey (IRS) 2007 Round 2 does not bring any good news to most publishers this year as well. Not just the English language category, but regional languages too have observed a decline in readership.

The readership for English magazines has declined by 8 per cent, while Hindi and Marathi magazines readerships have slipped by 5 per cent and 27 per cent, respectively. Interestingly, South Indian magazines, although less in numbers, have registered an average growth of 10.5 per cent in readership.

Among the English magazines, India Today remains at the top of the chart even as its readership has fallen to 2,636,000. Reader’s Digest and General Knowledge Today take the second and the third positions, respectively. Competition Success Review comes in fourth with a readership of 1,053,000, followed by Filmfare at 991,000 and Outlook. Business and Economy magazine has registered the highest growth from 64,000 to 90,000. The high growth percentage is due to the fact that the base of the publication is not too large.

Among the Hindi magazines, Saras Salil tops the list even as it registers a decline of 17 per cent in readership. Griha Shobha Hindi makes it to the second place, while India Today Hindi is at No. 3 with a 2 per cent increase in its readership. Pratiyogita Darpan ranks fourth, while Meri Saheli with a readership of 1,724,000 lakh takes the fifth place.

Bengali magazines on an overall basis have neither shown declining figures nor have they registered a substantial rise. But the figures indicate that overall, the magazines have grown by 4 per cent. Similarly, Gujarati magazines, too, have not shown any rise in numbers. In fact, their readership has declined by 12.5 per cent.

While all language publications have faltered in their readership numbers, Telugu and Tamil magazines have shown reasonable growth. On an average, Tamil publications have grown by 11.5 per cent, while Telugu magazines have grown by 3 per cent. Contrary to these numbers, the readership of Malayalam publications has gone down by 9 per cent.

(Data quoted is Average Issue Readership numbers. The segment ‘Any Publications’ have been referred to for the broad readership trends)

Also see:

IRS 2007 R-2: DNA records growth; TOI continues to lead in Delhi and Mumbai

IRS 2007 R-2: Biz publications see further loss in readership

IRS 2007 R-2: Some shifts in top 10 – Lokmat is out, Times of India is in

IRS 2007 R-2: Traditional language wise leaders see little change

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