IRS 2011 Q2: No cheer for women’s magazines; regional mags fall 14 pc over 2009 R1

Overall, women’s magazines are struggling to retain their readership base. Among languages, regional women’s magazines are losing a higher share of the readership – going from an AIR of 81.83 lakh readers in 2009 R1 to 72.49 lakh in 2010 Q2 to 70.53 Iakh in 2011 Q2 – a decline of 14 per cent over the two-year period.

 IRS 2011 Q2: No cheer for women’s magazines; regional mags fall 14 pc over 2009 R1

As per the data released from the Indian Readership Survey, regional women’s magazines are losing the highest number of readers – going from an average issue readership (AIR) of 81.83 lakh readers in 2009 R1 to 72.49 lakh in 2010 Q2 to an AIR of 70.53 Iakh in 2011 Q2 – a decline of 14 per cent over the two-year period.

Hindi women’s magazine have registered a decline in readership of six percent over the year and even over two years going from an AIR of 57.73 in 2009 R1, 57.79 lakh in 2010 Q2 to 54.35 lakh in 2011 Q2.

English women’s magazines were the third to register with an AIR of 5.49 lakh in 2011 Q2, down three percent over an AIR of 5.66 lakh in 2010 Q2 and down five percent over 5.49 lakh readers over 2009 R1.

Vanitha (Malayalam) magazine leads the list among the top ten women’s magazines in India. It has registered with an AIR of 26.71 IN 2011 Q2, down three percent over an AIR of 27.51 in 2010 Q1. But the magazine has seen a positive growth of two percent over two years. Meri Saheli at No. 2 registered an AIR of 11.74 lakh in 2011 Q2 as against an AIR of 12.65 lakh in 2010 Q2 – a decline of seven percent. The magazine also tumbled down by four percent and lost 51,000 readers over two years.

Women’s magazine Grihalakshmi made it to the third position and has seen a decline of 13 percent – from an AIR of 11.60 in 2010 Q2 to an AIR of 10.10 lakh in 2011 Q2. The magazine has not witnessed any growth over two years.

Grihoshobha (Hindi) magazine straddled at No. 4 position and went down 15 percent over the year while the magazine lost 3.22 lakh readers – a 24 percent decline over two years.

Vanitha (Hindi) magazine on the fifth position is at a high with 7.64 lakh readers. The magazine has seen a positive growth over an AIR OF 7.02 lakh in 2010 Q2 – a jump of nine percent and the magazine raked up another 1.52 lakh bringing it to a total of 6.12 lakh in 2009 R1 – a jump of 25 per cent.

In the second order, Sarita, Grihalakshmi, Aval Vikatan, Sananda and Sudha - have also seen a negative growth over two years except Sudha.

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