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IRS Q2 2010: Dismal shows for English magazines; numbers head south

IRS Q2 2010: Dismal shows for English magazines; numbers head south

Author | Akash Raha | Wednesday, Aug 25,2010 8:10 AM

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IRS Q2 2010: Dismal shows for English magazines; numbers head south

There were no surprises in English magazine figures seen on the IRS Q2 2010 results. India Today topped the charts, recording a dip of 0.95 per cent in its Average Issue Readership (AIR) figures. It was followed by Readers Digest and General Knowledge Today in the second and third spots, respectively. All the top five magazines have seen decline in AIR figures.

India Today recorded an AIR of 1,771,000 in Q2, as against the Q1 figure of 1,788,000. Readers Digest and General Knowledge Today saw declines of 9.37 per cent and 3.60 per cent, respectively, in AIR figures. Placed at fourth position was Competition Success Review, which, too, saw a dip of 8.67 per cent in AIR. Outlook magazine managed to rake up an AIR figure of 453,000 in this quarter, a 8.67 per drop over Q1 figures. Wisdom finished sixth, followed by Filmfare, Stardust, Business Today and Femina, in that order.

The poor show of English magazines continued with as many as 13 of the top 20 periodicals showing a dip in AIR figures. The opinion of industry experts, that magazines would no longer be a strong force in the market, is beginning to hold weight.

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