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).
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).
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