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IRS R1 2009: The magazine story is no different – Saras Salil, India Today are toppers

09-May-2009
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IRS R1 2009: The magazine story is no different – Saras Salil, India Today are toppers

The Magazine Scoreboard

Magazines have continued to see a decline in readership in the Indian Readership Survey (IRS) 2009 Round 1. Among English magazines, not a single publication has shown growth. However, the chart has seen the entry of Filmfare and Competition Refresher, which were not listed among the top 10 in 2008 R2.

India Today retains its No. 1 position among English magazines despite a drop of 9.5 percent in its AIR to 1,955,000. Readers Digest follows at No. 2 with an AIR of 1,327,000, a drop of 2.1 percent as compared to 2008 R2. General Knowledge Today is at No. 3 with an AIR of 1,121,000, Competition Success Review is placed at No. 4 with an AIR of 766,000. Outlook is in the fifth position with an AIR of 533,000, a decline of 7.5 percent.

Filmfare, which was not in the chart in 2008 R2, comes in at No. 6 with an AIR of 490,000. Wisdom is at No. 7 with an AIR of 455,000. Stardust, which has seen the highest decline of 12.8 percent, drops one notch from 2008 R2 to No. 8 with an AIR of 388,000. Diamond Cricket Today, too, drops on slot to No. 9 with an AIR of 378,000. The tenth position has been taken up by new entrant to the list, Competition Refresher, which has registered an AIR of 335,000.

Hindi magazines have fared no better than English magazines as far as growth is concerned, perhaps a little worse, considering that the highest decline recorded is that of 18.2 percent, which ironically has been registered by the No. 1 Hindi magazine, Saras Salil. Incidently, Saras Salil is placed second in the all magazines chart. The magazine has registered an AIR of 2,544,000 as compared to 3,008,000 in 2008 R2. No. 2 Hindi magazine is Pratiyogita Darpan with an AIR of 1,690,000. India Today Hindi follows at No. 3 with an AIR of 1,459,000; Griha Shobha is at No. 4 with an AIR of 1,330,000; while Cricket Samrat is at No. 5 with an AIR of 1,258,000.

Meri Saheli has seen a decline of 14.7 percent in its AIR to 1,225,000. Grehlakshi has also seen a huge decline of 11.9 percent in its AIR to 1,014,000. Nirogdham is at No. 8 with an AIR of 929,000, while Champak follows at No. 9 with an AIR of 906,000. The tenth position is taken by Sarita with an AIR of 785,000.

Among language magazines, Malayalam publication Vanitha is at No. 1, registering a growth of 8.74 percent in its AIR to 2,619,000. Vanitha is also the highest read publication in the country in 2009 R1. Tamil weekly Kumudam is at No. 2 despite a decline of 10 percent in its AIR at 1,547,000. Malayalam weeklies Balarama and Malayala Manorama are placed at No. 3 and No. 4, respectively, with AIRs of 1,435,000 and 1,400,000. Tamil weekly Ananda Viketan has seen a decline of 16.9 percent in its AIR to 1,342,000.

Another Tamil weekly Kungumam has also seen a decline of 10 percent in its AIR to 1,104,000. Mathrubhumi is at No. 7 with an AIR of 1,061,000, while Malayalam monthly Grihalakshmi is at No. 8 with an AIR of 787,000. Karmakshetra is placed ninth with an AIR of 778,000, while Mathrubhumi Thozhil Vartha is at No. 10 with an AIR of 776,000.

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