Magazines are one genre that sees a drop in readership, irrespective of the survey. The recently released Indian Readership Survey (IRS) 2007 Round 2 is no different. Even as there are a few regional players that have not seen a drop, such examples are few and far between. The key trend sees all leading magazines lose some more readers.
According to IRS, Saras Salil (Hindi) is the largest read magazine in India with a readership of 4,760,000. However, from the 6,302,000 that the magazine had in IRS 2006 R-2, the decline is over 24 per cent. Vanitha (Malayalam) is the second player and the drop in readership for this player is over 7 per cent -- taking its readership to 3,067,000 from 3,312,000. India Today (English) is the third player here and from the 3,137,000-readership mark that it was at in the last round, IRS 2007 shows an 11 per cent drop in the publication, bringing its readership to 2,786,000.
On spot four is Grihsobha (Hindi) that has dropped by 10 per cent, and has a readership of 2,486,000. Malayala Manorama takes the fifth position -- the publication has dropped from 2,501,000 to 2,294,000.
Kumudam has dropped by 16 per cent and now has a readership of 2,130,000. Balarama drops from 2,263,000 to 2,124,000. India Today (Hindi) drops by a significant 20 per cent, making it the eight player with a readership of 1,943,000. Ananda Vikatan registers a drop of over 18 per cent and is now at 1,898,000. Readers Digest, on the tenth position, falls by over 8 per cent and is at 1,869,000.