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IRS 2011 Q4: Magazines overall see decline

07-March-2012
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IRS 2011 Q4: Magazines overall see decline

Six of the top 10 magazines have seen decline in Average Issue Readership (AIR) as per the IRS 2011 Q4 results. New entrant in the list, Hindi publication Samanya Gyan Darpan, has captured the No. 4 position.

Vanitha maintains its lead among overall magazines, but has seen a 2.85 per cent decline in AIR at 2,516,000 in Q4, as against 2,590,000 in the previous quarter.

Pratiyogita Darpan and Saras Salil, placed second and third, respectively, have also seen decline in their AIR. Pratiyogita Darpan has recorded an AIR of 2,001,000 in IRS 2011 Q4, down 1.18 per cent from the Q3 figure of 2,025,000. Saras Salil has seen the steepest drop in AIR of 8.91 per cent. The Hindi fortnightly’s Q4 AIR stands at 1,768,000, as against 1,941,000 in the previous quarter.

Hindi monthly magazine Samanya Gyan Darpan is placed fourth with an AIR of 1,678,000.

India Today, one of the two English magazines in the list, has seen a slight dip in its AIR at 1,611,000 in Q4. The weekly is down 1.52 per cent from the previous quarter’s AIR of 1,636,000.

Malayala Manorama has seen the second steepest drop in AIR of 7.72 per cent at 1,206,000 in Q4. The Malayalam weekly had garnered an AIR of 1,307,000 in IRS 2011 Q3.

Meri Saheli and General Knowledge Today have seen marginal hikes in Q4 AIR at 1,213,000 and 1,092,000, respectively. On the other hand, Cricket Samrat has seen a marginal dip of 0.43 per cent in its AIR, which stands at 1,154,000 in Q4.

Bengali weekly magazine Karmakshetra has seen the highest growth in AIR of 4.10 per cent, garnering an AIR of 1,090,000, as against 1,047,000 in the previous quarter.

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