IRS 2011 Q2: Mixed results for Malayalam publications
The top five Malayalam dailies – Malayala Manorama, Mathrubhumi, Madhyamam and Mangalam – have been able to attract readers over the period of time. However, Malayalam periodicals have seen mixed trends in the IRS 2011 Q2 results.
Despite sporadic ups and downs in the average issue readership (AIR), most of the Malayalam publications have been able to consolidate its readership base. Among top five dailies – Malayala Manorama, Mathrubhumi, Madhyamam and Mangalam has been able to attract readers over the period of time. Periodicals of the language have seen mixed trends in the IRS Q2 2011 results.
With an AIR of 99.62 lakh, Malayala Manorama is growing continuously. Adding 1.21 lakh readers over last year, the daily has seen a growth of 1 per cent in AIR. Meanwhile, Mathrubhumi, however, has seen hike of 2 per cent in its readership compared to last year, yet decline of 2 per cent in readership in last quarter took its AIR down to 66.90 lakh.
IRS Q2 2011 did not bring any respite for Deshabhimani as its AIR nosedived to 21.05 lakh with continuous decline in its readership. Positive trends in readership have buoyed Madhyamam and Mangalam. While, Madhyamam has registered an AIR of 9.54 lakh, Mangalam got an AIR of 5.62 lakh.
Decline in AIR continued for Kerala Kaumudi and Kerala Kaumudi Flash as well. However, with a yearly growth of 6 per cent Deepika has clocked an AIR of 1.90 lakh.
Periodicals:
Malayalam Periodicals have seen mixed results in recent round of IRS. With an AIR of 26.71 lakh, Vanitha has seen a decline of 3 per cent over last year. Meanwhile, adding 1.76 lakh readers in a year, weekly Malayala Manorama, has attained AIR of 13.93 lakh.
Mathrubhumi Arogya Masika has witnessed decline in its readership which takes its AIR down to 9.14 lakh. With a massive decline of 33 per cent over last year, the AIR of Balarama has gone down to 8.18 lakh - a loss of 4.03 lakh AIR. Decline in AIR has continued for Mathrubhumi Thozhil Vartha also which takes its AIR down to 7.90 lakh.
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IRS 2011 Q2: Religious mags lose 32 pc readers over 2 yrs
Religious TV channels hit readership of religious magazines. Year-on-year decline in readership stands at 14 per cent (-1.21 lakh).
The Religious magazine genre has seen a 32 per cent fall (-3.35 lakh) in average issue readership over a two-year period. The year-on-year decline in readership stands at 14% (-1.21 lakh). One possible reason for the decline in readership could be the availability of such content on the electronic medium via TV channels such as Aastha, Sanskarand others. The audio-visual content on TV is very engaging for the viewers.
Only one publication, Jyothisharatnam saw growth over two years in AIR, adding 14,000 readers, a rise of 10%.With the highest readership figure in this genre, Naba Kallol has seena 6% rise from last year (+11,000) while registering a 12% drop in AIR from 2009 R1 (-27,000). Osho World witnessed the greatest fall in AIR last year(-62,000/39% drop). From 2009 R1, it has lost 25,000 readers, a 21% decline.
Kumudam Bhakti Special has lost the largest number of readers in the last two years
(-69,000/30% drop) followed by Sakthi Vikatan (-59,000/34% drop). The fall in AIR for Kumudam Bhakti Special from 2010 Q2 is 9% while it is 3% for Sakthi Vikatan.
Sadhna Path stood at an AIR of 70,000 and Devi at 99,000 as per 2009 R1 results. According to IRS 2010 Q2, Sadhna Path had an AIR of 44,000 and Devi, 51,000.
ShareIRS 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).