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IRS 2011 Q1: Hindi monthlies grow by 2 pc; double digit decline for weeklies

20-June-2011
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IRS 2011 Q1: Hindi monthlies grow by 2 pc; double digit decline for weeklies

There is some cheer for the Hindi magazine industry in the Indian Readership Survey (IRS) 2011 Q1, with monthlies witnessing positive feedback from readers. A per recent IRS 2011 Q1 data, ‘Any Hindi’ monthly magazines have seen growth trends compared to IRS 2010 Q1 in AIR (Average Issue Readership) numbers. Meanwhile, negative trends in AIR numbers have continued for weekly and fortnightly magazines.

As per the latest IRS numbers, ‘Any Monthly’ has received an AIR of 77.79 lakh, a growth of 2.36 per cent as against IRS 2010 Q1. The biggest gainer in the genre has been Jagran Sakhi and Pratiyogita Darpan, with both receiving double digit growth of 27.01 per cent and 16.36 per cent, respectively, in AIR. Pratiyogita Darpan has emerged as the most read Hindi monthly in the country.

However, negative growth continued to plague weekly and fortnightly Hindi magazines. ‘Any Hindi’ weekly has registered a negative growth of 12.08 per cent compared to IRS 2010 Q1. All the top five weekly magazines have seen double digit decline trends in AIR numbers.

Meanwhile, fortnightly Hindi magazines have seen negative growth of 9.23 per cent in AIR as against IRS 2010 Q1. Top two fortnightlies – Saras Salil and Grih Shobha – have witnessed double digit negative trends in readership numbers. Champak is the only magazine among the top eight to have recorded positive growth of 1.93 per cent (as compared to IRS 2010 Q1) with an AIR of 8.43 lakh.

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