Top Story

e4m_logo.png

Home >> IRS 2008 R2 >> Article

IRS 2008 R2: And there are magazines that have shown growth too

10-November-2008
Font Size   16
IRS 2008 R2: And there are magazines that have shown growth too

The Indian Readership Survey (IRS) has shown a decline trend across most publications and a severe drop for magazines. The data available with exchange4media show figures of as many as 161 magazine titles. Of these, only 19 titles have shown growth. And of these, 13 publications have shown single digit growth. According to media observers, one reason why magazines had been launching titles despite the decline in readership was the combined market share that a particular group could then offer.

Some of the magazines that have shown the highest growth include Malayalam magazines Nana and Mathrubhumi Illustrated Weekly. With Tamil magazines like Mangayar Malar, Aval Vikatan and Deviyin Kanmani also among the top order of the growing titles, media observers stated that it did appear that at least the South publications were still able see more numbers coming in.

Harish Shriyan, Managing Partner, OMD India, explained, "There are magazines that are doing well too in languages like Hindi and so on. Femina launching a Hindi title shows that publications are still expecting growth from the genre, and they may see it too. On the overall scene, magazines across languages are an important medium."

Manoj Malkani, Business Director, Mindshare, however, was of the opinion that it would still be wrong to assume that the growth trend was unique to south publications. He said, "There also are Hindi, Gujarati and English titles that have grown. But the bigger point really to note is that the more niche titles from the larger groups like Outlook Traveller have grown."

"These magazines see growth even when the mainline title itself has seen loss. In a sense that explains why magazine publishing houses have still been on a launching spree despite the constant decline that the genre has been seeing. On the overall level, there is still the opportunity to aggregate audiences and perhaps that is one more way for magazines to grow," explained Malkani.

See table given below

Also read:

IRS 2008 R2: English magazines witness a decline

IRS 2008 R2: English business publications, too, see a dip in readership

IRS 2008 R2: MRUC targets 2010 for evolved magazine readership data

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.