After drawing intense flak from newspaper publishers and the Indian Newspaper Society, the Association of Indian Magazines (AIM) has also pointed several anomalies in the latest IRS 2013 findings.
AIM has urged MRUC to immediately withdraw the IRS 2013 findings as it believes that such faulty reporting of readership numbers can have “extremely damaging impact on business”, apart from misleading media planners and advertisers.
Pointing out the anomalies, AIM stated that 144 magazines have not been reported individually and have been clubbed as ‘other magazines’, of which 61 are in English and 24 in Hindi.
Some other irregularities pointed out included:
• The only business magazine reported, Business Today, has a variance of -34 per cent, dropping to 2.64 lakh readers from 4.03 lakh.
• Reader’s Digest, which earlier had a readership of 9.68 lakh, has degrown to 3.62 lakh.
• While India Today has grown to 15.2 lakh from 14.80 lakh, the growth spurt in three states defies logic: Bihar – from 73,000 to 2 lakh; Kerala – from 71,000 to 2.68 lakh; Uttar Pradesh – from 1.6 lakh to 2.13 lakh
• Outlook’s readership in Bihar has grown three times, but has no readership in Hyderabad.
• The Sportstar has seen unprecedented growth of 94 per cent – going up to 5.43 lakh from 2.8 lakh.
• Time magazine has seen a whopping 145 per cent growth – going up to 2.05 lakh from 83,000.
• Hindi magazine Meri Saheli has lost 51 per cent of its readers in this round of IRS.