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IRS 2011 Q4: Slide continues for language magazines

07-March-2012
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IRS 2011 Q4: Slide continues for language magazines

Seven of the top 10 language magazines have seen decline as per IRS 2011 Q4. The three publications that have seen growth are Bengali magazines. Five publications in the list are Malayalam magazines, while two are Tamil publications.

Vanitha leads among language publications, but has witnessed decline in its Average Issue Readership (AIR) at 2,516,000 in Q4, down 2.85 per cent from 2,590,000 in the previous quarter. Malayala Manorama too has seen a decline in its AIR, down 7.72 per cent from 1,307,000 in IRS 2011 Q3 to 1,206,000 in this quarter.

Bengali weekly Karmakshetra has seen a 4.10 per cent increase in its AIR at 1,090,000 in Q4, as against 1,047,000 in the previous quarter.

Tamil weekly Kumudam, on the other hand, has seen a decline in its AIR – down 5.24 per cent from 1,030,000 in Q3 to 976,000 in Q4.

Weeklies Karmasangsthaan (ranked fifth) and Saptahik Bartaman (ranked tenth) are the two other Bengali publications to witness growth in Q4. While Karmasangsthaan has seen a growth of 6.08 per cent in its AIR at 907,000, Saptahik Bartaman has grown the fastest at 7.94 per cent, registering an AIR of 720,000 in this quarter.

In contrast, Malayalam publications Mathrubhumi Arogya Masika, Balarama and Mathrubhumi Thozhil Vartha have seen decline this quarter. Mathrubhumi Arogya Masika has seen a 6.98 per cent decline in its AIR at 892,000, while Balarama’s AIR is down 5.52 per cent at 804,000. Mathrubhumi Thozhil Vartha has seen the steepest decline of 8.56 per cent in its AIR, which stands at 758,000 in IRS 2011 Q4.

It is decline for Tamil weekly Ananda Vikatan as well; its Q4 AIR stands at 728,000, down 6.78 per cent from 781,000 in the previous quarter.

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