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IRS figures present a mixed bag for business publications

29-March-2004
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IRS figures present a mixed bag for business publications

The Indian Readership Survey data, by and large, denotes a growth in business publications, coming in, by and large, from business dailies.

As per the IRS findings, Business Standard records the highest percentage increase in terms of readership. From a 1,05,000 in 2002, it has grown to 1,61,000 in 2003-2004, indicating a 53.33 per cent growth. Incidentally, IRS data is not available from January to June 2003, in which period, as per NRS, the daily showed a decline of 22.4 per cent.

The Financial Express shows a similar experience. IRS findings give it 11.02 per cent growth. From 1,27,000 in 2002, it has increased to 1,41,000 in 2003-2004 R1. However for NRS, the financial daily falls to 48,000 in NRS round one 2003 figures from the 73,000 mark in the original NRS 2002 figures, giving it a 34.2 percentage fall. The revised list here gave it a readership mark of 71,000.

Hindu Business Line records a decline as per the IRS figures. The 2002 readership figure of 1,11,000 falls to 1,05,000 in 2003-2004 indicating a 5.41 percentage drop. In case of NRS, the publication records a readership figure of 1,30,000 in January to June 2003.

The IRS figures for The Economic Times record a readership increase in the year 2003-2004. The readership increases to 1,012,000 in 2003-04 from the 8,68,000 mark in 2002, reflecting a 16.59 percentage growth. As far as the business dailies are concerned, this is one case where NRS figures agree with IRS, at least in context to the daily's direction. From the 9,50,000 in the NRS original July to Dec 2002 figures, it has recorded an increase to 1,016,000, showing a 6.9 per cent increase. The revised figure for July to December 2002 was 9,26,000.

ABC figures, at the moment, for The Economic Times are available only for Ahmedabad and Mumbai markets. From 21,711 (126 issues) in Jan to Jun 2003, the circulation has increased to 23,071 (129 issues) in Jul to Dec 2003 for Ahmedabad. For Mumbai however, the circulation figure of 1,41,621 (128 issues) in Jan to Jun 2003 has come down to 1,40,187 (130 issues). The markets of Bangalore, Hyderabad, Calcutta and New Delhi are 'Under Consideration'.

Time to consider the Business Magazines now:

The IRS findings show a 19.86 per cent fall for Business India. The readership of the publication has dropped to 5,73,000 in 2003-04 R1 from the 7,15,000 in 2002. On the other hand, NRS data, for Jan-June 2003 records a 43 per cent growth for Business India. The increase to a 8,74,000 from a 6,11,000 gives it an absolute increase of 2,63,000. If the revised 2002 figures were to be considered here, the readership is recorded at 6,04,000. For those interested in ABC figures, the Jul to Dec 2003 column shows 'Not Received'.

Business World, though a small one, records a decrease in IRS figures. The figure of 3,06,000 in 2002 has dropped to 3,04,000 in 2003-04 giving it a 0.65 per cent decline. However, for NRS, the publication shows an increased readership in Jan - June 2003 figures, going to 3,25,000 from the 2,37,000 in the NRS 2002 original figures. This gives it a growth percentage of 37.1 per cent. The revised 2002 figures here are 2,30,000. This publication too is 'Under Consideration' for the recent ABC figures.

For Business Today both IRS and NRS show an increase. From the 6,12,000 in 2002, it has come to 7,07,000 in 2003-04, R1. This gives it a 15.52 per cent increase. As is known, the court has given a stay on the usage of India Today data, due to a petition filed by the court.

The other publications that IRS gives data on are Capital Market and Dalal Street Inv. Journal. The former records a 24.3 per cent increase in readership. From the IRS 2002 figure of 1,07,000, it has increased to 1,33,000 in 2003-04. The latter however, records a decrease of 16.3 per cent. The readership of 92,000 in IRS 2002 has gone down to 77,000 in 2003-04.

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