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IRS Q3 2010: Periodicals do well in this quarter, see overall growth

IRS Q3 2010: Periodicals do well in this quarter, see overall growth

Author | Akash Raha | Friday, Dec 03,2010 8:08 AM

IRS Q3 2010: Periodicals do well in this quarter, see overall growth

English periodicals have done relatively well in IRS Q3 2010 after last quarter’s dismal performance. English monthlies, weeklies and fortnightlies have all recorded overall positive growth for the genre. Monthlies, weeklies and fortnightlies recorded a growth in AIR of 0.58 per cent, 3.91 per cent and 1.96 per cent, respectively.

Six out of the top ten periodicals have recorded positive growth in AIR in the latest quarter as compared to only three in Q2.

India Today is the most read weekly, followed by Outlook and The Week. All three have recorded positive growth in their Average Issue Readership (AIR). India Today has seen a marginal 0.51 per cent growth in its AIR at 1,780,000. Outlook’s AIR growth stands at 1.10 per cent at 458,000. The Week has recorded an AIR of 296,000, up 7.64 per cent from its Q2 figures of 275,000.

Readers Digest is the most read monthly, followed by General Knowledge Today and Competition Success Review, at No. 2 and No. 3, respectively. However, Readers Digest and General Knowledge Today have seen a decline in their AIR at 7.21 per cent and 1.04 per cent, respectively. Readers Digest has recorded an AIR of 1,068,000 in Q3 as against 1,151,000 in the previous quarter. General Knowledge Today has registered an AIR of 953,000 in this quarter as against 963,000 in Q2.

On the other hand, Competition Success Review has seen a 2.91 per cent growth in AIR at 707,000 in Q3, as compared to 687,000 in the previous quarter.

The fortnightly magazines segment is dominated by Filmfare, followed by Business Today and Femina. Filmfare has seen a 1.60 per cent drop in AIR, from 375,000 in Q2 to 369,000 in this quarter. Both Business Today and Femina have recorded positive growth in readership of 7.10 per cent and 1.54 per cent, respectively.

[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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