IRS 2011 Q2: Health magazines register decline in readership

There has been a 12 per cent fall from 2009 R1 for health publications, a loss of 3.96 lakh in average issue readership (AIR).

e4m by Sai Prasanna
Updated: Oct 27, 2011 8:54 AM
 IRS 2011 Q2: Health magazines register decline in readership

As per the IRS 2011 Q2 results, the Health section, falling under the ‘Special Interest’ publications category, has not seen a favourable year. There has been a 12 per cent fall from 2009 R1, a loss of 3.96 lakh in average issue readership (AIR) for health publications. The decline in AIR is 7 per cent (-2.38 lakh) when compared to 2010 Q2. One of reasons behind this fall is the fact that health-related information is highly accessible over the online platform and other sources.Hence, there is a declining interest in reading health magazines.

Of the six health magazines making it to the list, only Arogyam (+1 lakh/26% gain) and the Hindi Health & Nutrition (+21,000/27% gain) have seen an increase in numbers from last year. Arogyam’s 8% fall in AIR over the last two yearshas beenlesser than the uptake (-41,000). Mathrubhumi Arogya Masika,which has the highest number of readers in this segment, has seen an equal percentage decline of 14% from last year and 2009 R1. Nirogdham witnessed a loss of 1.66 lakh readers in the last two years, an 18% decline. The percentage decline for the magazine from last year is exactly half that figure – 9%, a loss of 80,000 readers.

Arogya Sanjivani has seen a close year-on-year (18%) and 2-year (17%) percentage decline in AIR. While losing 1 lakh readers in two years, the readership base lost from last year is slightly higher at 1.08 lakh. The English Health & Nutrition has not charted a growth in AIR like itsHindi counterpart. The magazine has seen a 17% drop from 2009 R1 (-42,000) and an 11% drop in AIR from 2010 Q2 (-27,000).

 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube