IRS 2011 Q2: Fragmented content hits women’s lifestyle magazines
Hello has emerged as the biggest gainer from last year in the women’s lifestyle magazines segment, increasing readership base by 68 per cent, even as ‘Society’, with the highest AIR, retains the top spot in this segment.
The women’s lifestyle magazines segment, under the ‘Special Interest’ magazines category, has witnessed a decline of 9 per cent when compared to 2009 R1 (-23,000) and a 4 per cent dip over 2010 Q2 (-10,000) as per the IRS 2011 Q2 results.
Fragmentation of content within this segment has had its impact on the readership base. ‘Society’, with the highest average issue readership (AIR), has retained the top spot in this segment. While the magazine has held on to its readership base from last year, it has seen a marginal decline of 2 per cent in the last two years (-2,000). Cosmopolitan gained an equal number of readers from 2010 Q2 (+4,000/ 6 per cent increase) as it has lost from 2009 R1 (-4,000/ 6 per cent decline).
Hello has emerged as the biggest gainer from last year, increasing readership base by 23,000, a gain of 68 per cent. Elle, which was not taken into account for the IRS 2010 Q2 results as well as in this quarter’s survey, had recorded an AIR of 48,000 as per the IRS 2009 R1 results. Savvy, which too is not a part of IRS 2011 Q2, had seen a growth in readership base from 26,000 in 2009 R1 to 37,000 in 2010 Q2.
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