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IRS 2012 Q2: Decline story for language magazines

02-October-2012
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IRS 2012 Q2: Decline story for language magazines

The Indian Readership Survey (IRS) 2012 Q2 findings do not paint a happy picture for language magazines, with seven of the top 10 language magazines witnessing decline in readership as per the data released by the Media Research Users Council (MRUC) on October 1, 2012.

Vanitha continues its lead among regional magazines but showing marginal decline in average issue readership (AIR) at 2,353,000 in Q2, as against the Q1 figure of 2,444,000.

Malayala Manorama, Kumudam , Mathrubhumi Arogya Masika , Balarama , Saptahik Bartaman and Ananda Vikatan, too, have seen decline in AIR in the second quarter.

Only three regional magazines – Karmakshetra, Mathrubhumi Thozhil Vartha and Karmasangsthaan – have registered growth in readership this quarter.

Karmakshetra is placed second with an AIR of 1,142,000 in Q2, as compared to 1,168,000 in the first quarter. Malayala Manorama has seen a marginal decrease in its readership at 1,113,000 in this quarter, down from an AIR of 1,163,000 in Q1.

On the other hand, Karmasangsthaan added 30,000 new readers during the quarter, garnering an AIR of 964,000 in Q2, as against 934,000 in the previous quarter.

Kumudam’s AIR fell from 884,000 in Q1 to 869,000 in this quarter. Mathrubhumi Arogya Masika has seen decline in readership with its Q2 AIR at 789,000, as against 826,000 in the previous quarter.

Mathrubhumi Thozhil Vartha, on the other hand, added 47,000 readers during the quarter, taking its AIR up to 782,000 in Q2 from 735,000 in Q1.

Balarama is placed in the eighth position among top 10 language magazines, registering an AIR of 738,000 in this quarter, as compared to 787,000 in Q1.

Saptahik Bartaman and Ananda Vikatan have also seen declines in AIR at 720,000 and 666,000, respectively.

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