According to IRS 2010 Q1 data, which was released on Tuesday, May 4, 2010, top 20 magazines in India show no major signs of growth in their AIR (Average Issue Readership). The quarterly data shows that Malayalam fortnightly magazine Vanitha continues to remain the most widely read magazine in India. Saras Salil (Hindi), another fortnightly magazine, is the second most widely read magazine in India. While it may not be fair to compare a quarterly data with that of half yearly data, nevertheless as compared to IRS 2009 R2, wherein Vanitha had received an AIR of 29,00,000, in IRS 2010 Q1 the magazine sees a 4.66 per cent rise in its AIR to 30,35,000.
Saras Salil, on the other hand, received an AIR of 2,209,000 in IRS 2010 Q1 as compared to 2,167,000 in IRS 2009 R2, an increase of 1.94 per cent.
India Today, the English weekly, received an AIR of 1,788,000 in IRS 2010 Q1 as compared to 1,878,000 in IRS 2009 R2, a decline of 4.79 per cent.
The fourth most popular magazine in terms of AIR is monthly magazine Pratiyogita Darpan, which has received an AIR of 1,742,000 in IRS 2010 Q1 as against to 1,676,000 in the previous round, an increase of 3.94 per cent.
Malayala Manorama sees a double digit decline of 10.94 per cent in its AIR from 1,609,000 in IRS 2009 R2 to 1,433,000 in IRS 2010 Q1.
Balarama, which ranks sixth among the top 20 magazines, is another Malayalam weekly magazine to see a decline in AIR from 1,507,000 in IRS 2009 R2 to 1,388,000 in IRS 2010 Q1, down 7.90 per cent.
Ranked seventh is India Today (Hindi), which has received an AIR of 1,311,000 in IRS 2010 Q1, as compared to 1,398,000 in the latest round, a decline of 6.22 per cent. Readers Digest, too, sees a decline in AIR of 3.57 per cent from 1,317,000 in IRS 2009 R2 to 1,270,000 in IRS 2010 Q1.
Monthly magazine Meri Saheli is ranked 10th with an AIR of 1,267,000, up 2.92 per cent from 1,267,000 in IRS 2010 Q1.
Hindi fortnightly Grih Shobha, on the other hand, sees a drop of 6.44 per cent in its AIR to 1,235,000 in IRS 2010 Q1 from 1,320,000 in IRS 2009 R2.
Ranked 12th is Cricket Samrat with an AIR of 1,194,000 as against 1,146,000 in IRS 2009 R2, a growth of 4.19 per cent.
Malayalam monthly magazine Mathrubhumi Arogya Masika has witnessed a double digit growth of 11.16 per cent in its AIR. It has received an AIR of 1,165,000 in the latest round of IRS, as compared to 1,048,000 in IRS 2009 R2.
Grehlakshmi has witnessed a marginal growth of 1.07 per cent in AIR from 1,121,000 in IRS 2009 R2 to 1,133,000 in IRS 2010 Q1. Ananda Vikatan follows at No. 15 with an AIR of 1,061,000 in IRS 2010 Q1, as compared to 1,201,000 in the previous round, a drop of 11.66 per cent.
General Knowledge Today sees a decline of 6.81 per cent in its AIR from 1,072,000 in IRS 2009 R2 to 999,000 in IRS 2010 Q1. Mathrubhumi Thozhil Vartha is ranked 17th with a marginal increase of 0.52 per cent in its AIR at 960,000 from 955,000 in IRS 2009 R2.
Tamil weekly magazine Kungumam has received an AIR of 951,000 in IRS 2010 Q1 as compared to 914,000 in IRS 2009 R2, an increase of 4.05 per cent.
Nirogdham and Champak (Hindi) are ranked 19 and 20, respectively. While Nirogdham has received an AIR of 869,000 (877,000 in IRS 2009 R2), Champak has witnessed a growth of 3.50 per cent in its AIR from 799,000 in IRS 2009 R2 to 827,000 in IRS 2010 Q1.
Overall, while the top two magazines - Vanitha and Saras Salil - have witnessed growth in its AIR, Mathrubhumi Arogya Masika has emerged as the fastest growing magazine in IRS 2010 Q1.