Overall, women’s magazines are struggling to retain their readership base. Among languages, regional women’s magazines are losing a higher share of the readership – going from an AIR of 81.83 lakh readers in 2009 R1 to 72.49 lakh in 2010 Q2 to 70.53 Iakh in 2011 Q2 – a decline of 14 per cent over the two-year period.
Four of the top ten dailies in Maharashtra have seen a decline in AIR over the year as per the IRS 2011 Q2 results. Among magazines, four of the top ten magazines have added 6.10 lakh readers over last year, while five magazines have lost close to 1.60 lakh readers in the one-year period.
Average issue readership (AIR) of the top ten magazines in Andhra Pradesh have shown mixed results as per the IRS 2011 Q2 data. The Week has seen a three-digit growth over last year. Telugu magazine Swati Sapari Vara Patrika leads the list with an AIR of 4.32 lakh, but has seen a 19 per cent decline over last year.
Most of the top ten dailies in Andhra Pradesh have registered decline in their average issue readership as per the IRS 2011 Q2 results when compared to the same period last year. Largest read Telugu daily Eenadu tops the list, but has recorded a decline of 2 per cent in AIR.
As per the Indian Readership Survey (IRS) 2011 Q2 results, it has turned out to be a difficult year for the top ten dailies in Orissa. Most dailies have seen a fall in their average issue readership (AIR) over last year. Even the quarter-on-quarter percentages too don’t look promising.
Interestingly, most Marathi dailies among the top ten language newspapers in Mumbai have registered decline in AIR as per the IRS 2011 Q2 results when compared to the same period last year. Among language magazines, Marathi weekly Saptahik Sakal lost half of its readers in the one-year period.