IRS 2011 Q4: English publications stem magazines’ slide

Magazines continue to see decline in AIR in IRS 2011 Q4 as well. English magazines fare better with all except one among top 10 seeing growth

by Shanta Saikia
Published - Mar 6, 2012 7:42 AM Updated: Mar 6, 2012 7:42 AM
IRS 2011 Q4: English publications stem magazines’ slide

Magazines continue to see decline in Average Issue Readership (AIR) in IRS 2011 Q4 as well. English magazines fare better with all except one among top 10 seeing growth.

Top 10 Magazines
Six of the top 10 magazines have seen degrowth in this quarter. These are Vanitha, Pratiyogita Darpan, Saras Salil, India Today (English), Malayala Manorama and Cricket Samrat. A new entrant, Samanya Gyan Darpan has done quite well garnering an AIR of 1,678,000 in IRS 2011 Q4 to claim the fourth position.

Meri Saheli, General Knowledge Today and Bengali magazine Karmakshetra are the three magazines in the top 10 list to have seen growth in AIR this quarter.

Vanitha leads the list with an AIR of 2516,000 in Q4, down from an AIR of 2590,000 in the previous quarter.

Top 10 Hindi Magazines
Seven of the top 10 Hindi magazines have seen decline in AIR in Q4. Meri Saheli is the only Hindi publication among the top 10 to see growth, while Samanya Gyan Darpan is a new entrant in the list, claiming the third spot among the top 10 Hindi magazines.

Pratiyogita Darpan leads the list with an AIR of 2,001,000, down from 2025,000 in Q3. The other magazines that have seen decline in AIR are – Saras Salil, Cricket Samrat, India Today (Hindi), Grehlakshmi, Grih Shobha, Champak and Nirogdham.

Top 10 English Magazines
English magazines have bucked the decline trend this quarter with nine of the top 10 magazines seeing growth. India Today, which leads the list, is the only magazine to witness decline in AIR in IRS 2011 Q4. The magazine has recorded an AIR of 1,611,000 in Q4, down from 1636,000 in the previous quarter.

General Knowledge Today, Readers Digest, Competition Success Review, Outlook, The Week, Stardust, Business Today and Wisdom have all seen growth in AIR. Pratiyogita Darpan (English) is a new entrant and is ranked seventh in the list.

Top 5 Language Magazines
Two Bengali magazines – Karmakshetra and Karmasangsthaan – have seen growth in AIR among the top five language magazines. While Karmakshetra has recorded an AIR of 1,090,000 in IRS 2011 Q4, Karmasangsthaan has seen an AIR of 907,000.

Malayalam publication Vanitha, which tops the language magazines’ list, has seen a decline in its AIR at 2,516,000. Another Malayalam publication, Malayala Manorama, is placed second. The magazine, too, has seen decline in its AIR. Tamil magazine Kumudam has also witnessed decline in its AIR at 976,000 in Q4.

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