IRS Q2 2010: Mixed reactions from South publishers; call for different pattern of estimation for magazines

IRS Q2 2010: Mixed reactions from South publishers; call for different pattern of estimation for magazines

Author | Judy Franko | Wednesday, Aug 25,2010 8:12 AM

IRS Q2 2010: Mixed reactions from South publishers; call for different pattern of estimation for magazines

While Daily Thanthi has witnessed some growth as per IRS Q2 2010 data, nearly all dailies and periodicals in Tamil Nadu have shown negative growth. The results have garnered mixed reactions from the players in Southern media.

Expressing his displeasure over the latest IRS results, R Vijay Bobby, GM - Marketing, Dinakaran, said that the Mumbai and Delhi editions of Dinakaran had a net paid circulation of 19,059 and 1,876, respectively, as per ABC, which had not been taken into consideration in IRS Q2 2010. “At 4.20 readers per copy (which is the average as per the survey), readership would increase by 87,927 copies, bringing the total readership to 5,128,927. Hence, the figure of 5,041,000 is incorrect and misleading,” he affirmed.

Similarly, for the Bangalore edition too the report said 1.02 readership per copy, Bobby said, adding, “I am writing a letter to the IRS saying that even though you can give us a statistics based explanation, in reality any average house should have two members, therefore, I don’t know how 1.2 readers per copy fit in.”

Meanwhile, Skandraaj, Chief Operating Officer, Malar Publications, the publishers of Daily Thanthi, said that as far as a Tamil daily was concerned, Mumbai was a single reader market. “Though Mumbai has a huge Tamil population, the reader is only one reader per paper. People in Mumbai can talk Tamil, but whether they are reading Tamil is a big question mark,” he pointed out.

Skandraaj further said that the IRS was the only yardstick available as of now and they were happy with the numbers. “At the end of the day, the client should be happy with the ROI he got,” he said, adding, “Daily Thanthi is the only daily that has shown some growth. We were surprised that this growth has not reflected in the last IRS results. In the last four ABCs, we have shown tremendous growth. We have added close to 2 lakh net paid copies more, according to ABC reports, in the last four years and the growth should have reflected in the last IRS report. We were surprised when that did not happen, but now that it has happened, we are happy about it.”

According to Varghese Chandy, Senior General Manager, Malayala Manorama, “This is the first report on a quarterly basis and will take time to establish itself and stabilise. A quarterly report with moving average will definitely capture the dynamic nature of the market. As far as figures are concerned, I have no complaints as such.”

Magazines should be looked differentially

On the continuous decline in magazine readership, Chandy noted that it was no different this time around. “The only thing about magazines, especially about English magazines, was that this readership survey or any readership survey so far was not actually geared to capture the readerships of magazines as such,” he said, adding, “Penetration of magazines is not as high as that of newspapers, therefore, newspapers tend to get a better reflection of readership estimation as compared to magazines, because magazines by nature are more category specific and more niche, and I do not think the readership estimation practice which we are utilising for newspapers should be used for magazines. Magazines should be looked differentially and magazines should have a different pattern of estimation, which such a large survey like IRS is not able to capture.”

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IRS Q2 2010: Publications in Maharashtra see some light

IRS Q2 2010: Positive fallout of Jharkhand print war – four out of top five dailies see growth

IRS Q2 2010: Hindi publications dominate Bihar market; magazines witness decline trend

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

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IRS Q2 2010: English dailies show positive growth; TOI remains undisputed leader

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IRS Q2 2010: Hindi dailies witness several ups and down in Mumbai

IRS Q2 2010: Pecking order of Tamil publications remains intact despite decline in AIR

IRS Q2 2010: Top order remains unchanged for Marathi publications; dailies soar, but magazines despair

IRS Q2 2010: Kannada publications chalk up a growth story; double digit growth for 3 Kannada dailies

IRS Q2 2010: Four of Top 10 dailies see decline in AIR; no change in order seen among top 5 dailies; Dainik Jagran, Dainik Bhaskar lead again

IRS Q2 2010: Decline trend continues to plague magazines; top order remains unchanged

IRS Q2 2010: HT continues lead in Delhi & Delhi NCR; negative growth for top 2 players

IRS Q2 2010: Business dailies put up a decent show; magazines still fighting it out

IRS Q2 2010: Top 10 Hindi dailies witness ups and downs; Dainik Jagran remains the leader

IRS Q2 2010: Daily Thanthi shows growth amid declining AIRs among Tamil publications

IRS Q2 2010: Gujarati publications have a growth story to tell

IRS Q2 2010: Top Bengali dailies put up a good show; but periodicals show signs of fatigue

IRS Q2 2010: Mixed bag for Malayalam publications; some dailies see growth, all magazines drop

IRS Q2 2010: Mixed bag for Telugu publications

IRS Q2 2010: Top Punjabi publications witness general growth trend

IRS 2010 Q2: No joy for Assamese publications as AIRs continue to decline

IRS Q2 2010: Oriya publications take the de-growth route

IRS Q2 2010: No surprises in Urdu publications; Inquilab, Siasat hold top positions

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