IRS 2011 Q2: Decline of 21 pc for film-based magazines over 2009 R1
The going has not been all that well for film-based magazines as even established English magazines such as ‘Filmfare’ and ‘Stardust’ struggled to retain readers. Publishing exclusive content is the only driver for them. Meanwhile, the genre has also seen stiff competition from new players like ‘People’ and ‘Hello’...
The most vulnerable genre to competition from TV and online, film-based magazines have been losing readers with 15 per cent de-growth over last year. The domain has witnessed decline of 21 per cent in readership since 2009 R1. Among top ten, Taranga is the only magazine that has witnessed growth in AIR over last year.
Experts believe, while, established English Magazines including Filmfare and Stardust have been struggling to retain their readers, publishing exclusive content is the only driver for them. The genre has also seen competition from new players like People and Hello.
With a decline of 25 per cent in readership of Filmfare since R1 2009, the current AIR of the magazine has reached 3.66 lakh, down from 4.90 lakh in 2009 (IRS R1). It is followed by Stardust at second position with an AIR of 3.42 lakh, a decline of 12 per cent in last two year. Decline in readership has continued for Anandalok as well as it reported an AIR of 2.91 lakh – losing 24 per cent AIR over last two years.
Meanwhile, among top five, Taranga is the only magazine to have reported year-on-year growth since R1 2009 taking its current AIR up to 2.63 lakh. Highest decline in AIR in top five was borne by Filmidunia as its current AIR stands at 2.14 lakh.
Other magazines including Nana (AIR 1.75 lakh), Filmi Kaliyan (AIR 1.19 lakh) and Stardust Hindi (59,000), have also reported a year-on-year decline in readership since R1 2009.
However, Roopatara and Mayapuri have been able to attract readers in last two years as they reported AIR of 1.74 lakh and 91,000, respectively, in IRS Q2 2011. However, both had lost readership over last one year.
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