The announcement of the IRS Q2 2010 results have once again stirred the embers of contentious issues like the methodology of measurement, authenticity of the numbers and common approach for newspapers and magazines. exchange4media spoke to a cross-section of the industry to gauge their reactions to these issues. Meanwhile, the industry is eagerly anticipating the proposed merger of NRS and IRS.
While speaking on IRS’ methodology of readership measurement for periodicals, Anant Nath, Managing Editor, Delhi Press, asked, “Why should there be the same method of measuring readership of newspapers and periodicals?” He affirmed, “IRS is not justified for magazine publications. You cannot put newspapers and magazines on the same table when measuring the readership. By doing this, they have jeopardised the value of the magazine business.”
When asked about the proposed merger of IRS and NRS, Nath said, “Any new agency can only be effective if it reviews the current methodology of collecting samples for the readership survey.”
On the other hand, Mahendra Jain of Pratiyogita Darpan, which has been ranked second among all Hindi magazines as per the IRS Q2 2010 results, opined that no survey agency could be hundred per cent authentic.
He further said that the merger of IRS and NRS would be good for the entire industry.
KK Goenka of Prabhat Khabar, which has seen a healthy growth in overall Hindi newspaper readership, too, said that IRS was not hundred per cent correct. “It is always good to have a single currency of measurement and we are looking forward to that,” he added.
According to Ranjeet Kate of NavBharat Times, which is leading in Delhi, Delhi NCR and Mumbai markets among Hindi newspapers, “In recent times, IRS has not seen much change in any other aspect than frequency. It is good to have higher frequency of IRS results, which definitely helps.”
Speaking on the methodology of getting readership figures, Aman Nayar, Brand Manager, NBT, pointed out that the questionnaire through which readership samples were collected was too long. He said, “The questionnaire should be structured in such a way that it focuses more on readership figures rather than various other product consumption numbers.
Nayar further said, “A single currency in the market is always welcome. In doing so, this money will be invested in one single survey agency, which will eventually provide better results.”
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