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IRS Q3 2010: Decline in readership continues for Hindi magazines, only 2 among top 15 see growth

03-December-2010
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IRS Q3 2010: Decline in readership continues for Hindi magazines, only 2 among top 15 see growth

Decline trend in Average Issue Readership (AIR) continues to plague Hindi magazines as per the IRS Q3 2010 results. Only two magazines – Pratiyogita Darpan and Manohar Kahaniyan – among the top 15 Hindi magazines have registered positive growth in AIR.

Saras Salil maintains its lead among Hindi magazines with an AIR of 2,007,000, a decline of 1.86 per cent as compared to an AIR of 2,045,000 in Q2. Pratiyogita Darpan has seen a growth of 5.71 per cent in its AIR from 1,803,000 in Q2 to 1,906,000 in this quarter. The magazine is the only one to register a positive growth among the top 10 Hindi magazines. It may be recalled that Pratiyogita Darpan had registered a growth of 3.50 per cent in IRS Q2 2010.

India Today Hindi remained at third position with an AIR of 1,223,000, a drop of 6 per cent as against the Q2 figures of 1,301,000. In IRS Q2 2010, the magazine had seen a dip of 0.76 per cent in its AIR.

Meri Saheli and Grih Shobha follow at No. 4 and No. 5, respectively, the same ranks as in the previous quarter. While Meri Saheli has seen a drop of 8.62 per cent in its AIR to 1,156,000; Grih Shobha has seen a fall of 2.52 per cent its AIR to 1,151,000.

Cricket Samrat has climbed up by one rank to No. 6, but has seen a marginal 0.18 per cent dip in its AIR – from 1,087,000 in Q2 to 1,085,000 in this quarter.

Grehlakshmi, on the other hand, has slipped one rank and is now at No. 7. The monthly magazine has reported an AIR of 1,082,000 in this quarter, a drop of 6.72 per cent over its Q2 AIR of 1,160,000.

Among the top 15 magazines, Manohar Kahaniyan has received a marginal growth of 0.35 per cent in its AIR – from 576,000 in Q2 to 578,000 in this quarter.

[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.]

 

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