As in the case of Hindi dailies, Hindi magazines, too, saw mixed results in the Delhi and Delhi NCR markets as per the IRS Q3 2010 results. Five out of the top ten Hindi magazines have seen positive growth in AIR. Grih Shobha and Grehlakshmi remain the top two magazines in both the markets.
With Average Issue Readership (AIR) of 198,000 and 263,000 in Delhi and Delhi NCR markets, respectively, Grih Shobha is the most read Hindi magazine. The magazine has seen positive growth in both the markets.
On the other hand, it was a mixed bag for Grehlakshmi, the No. 2 magazine in both Delhi and Delhi NCR. The magazine has seen a growth in AIR of 5 per cent in Delhi at 189,000. However, it has registered a fall of 1.60 per cent in Delhi NCR at 246,000.
With an AIR of 141,000, Pratiyogita Darpan is ranked third in Delhi, where it has seen a growth of 21.55 per cent. In the Delhi NCR market, the magazine is ranked fourth with an AIR of 157,000, a growth of 20.77 per cent.
Meri Saheli, which is at No. 4 in Delhi, has registered an AIR of 136,000, a drop of 11.11 per cent over the AIR of 153,000 in Q2. Meri Saheli is ranked third in the Delhi NCR market, but here too the magazine has seen a fall in AIR – from 224,000 in Q2 to 194,000 in this quarter, a drop of 13.39 per cent.
Children’s magazine Champak has seen an AIR of 108,000 in Delhi, while in Delhi NCR, the magazine has got an AIR of 119,000, a growth of 4.39 per cent.
On the other hand, monthly magazine Vanitha has seen a fall in AIR in both Delhi and Delhi NCR markets. In Delhi, the drop has been 19.09 per cent at 89,000, while in Delhi NCR, the drop is AIR is at 17.48 per cent to 118,000.
Quarterly magazine Nirogdham has seen double digit growth of 11.76 per cent in AIR in the Delhi market at 95,000. The growth stands at 8.65 per cent in Delhi NCR at 113,000.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]