It’s been quite a while since the magazine industry saw some positive trends in AIR (Average Issue Readership) figures in the Indian Readership Survey (IRS). But it seems, as per the IRS 2011 Q1 data released on June 17, for certain periodicity, the magazine industry has received positive feedback from readers.
However, for English weekly magazines, there is not much to cheer in IRS 2011 Q1. But for English monthlies, the growth has been positive. ‘Any English monthly’ has seen growth of 4.79 per cent in AIR numbers. But despite this, the decline trend continues for most of the monthlies with seven of the top ten magazines seeing a fall in their readership numbers as compared to IRS 2010 Q1.
Meanwhile, ‘Any Fortnightly’ magazine has also recorded growth of 3.89 per cent in IRS 2011 Q1 as against the corresponding period of 2010. Nonetheless, five out of the top ten English fortnightly periodicals have registered negative trends in AIR, as compared to IRS 2010 Q1.
On the other hand, ‘Any English’ weekly has achieved an AIR of 27.06 lakh, a decline of 1.89 per cent. Out of the top eight weekly magazines, only three have registered positive growth in their AIR numbers in IRS 2011 Q1.