IRS 2012 Q2: Decline for most Hindi magazines

There is not much cheer for Hindi magazines in the IRS 2012 Q2 data, with seven of them seeing decline in average issue readership in this quarter

e4m by exchange4media Staff
Updated: Oct 3, 2012 7:36 PM
IRS 2012 Q2: Decline for most Hindi magazines

The Indian Readership Survey (IRS) 2012 Q2, data released by the Media Research Users Council (MRUC) on October 1, do not paint a happy picture for Hindi magazines, with seven of the top 10 Hindi magazines witnessing decline in readership.

Pratiyogita Darpan continues its lead among Hindi magazines, showing marginal growth in average issue readership (AIR) at 1,918,000 in Q2, as against the Q1 figure of 1,893,000.

On the other hand, Saras Salil, Meri Saheli, Cricket Samrat, India Today, Grehlakshmi, Grih Shobha, and Champak have seen decline in AIR in the second quarter.

Placed in second position, Samanyagyan Darpan has seen growth in readership, with its AIR going up from 1,644,000 in the first quarter to 1,664,000 in Q2. Saras Salil, however, has seen a huge drop of 53,000 readers this quarter, pulling its Q2 AIR down to 1,548,000 from 1,601,000 in the previous quarter.

Meri Saheli lost 67,000 readers during the quarter, garnering an AIR of 1,192,000 in Q2, as against 1,259,000 in the previous quarter. Cricket Samrat’s AIR fell from 1,176,000 in Q1 to 1,135,000 in this quarter. India Today also disappointed with a drop in readership, registering an AIR of 101,000 in Q2, as against 151,000 in Q1.

It’s degrowth for Grehlakshmi as well, which lost 45,000 readers during the quarter. The magazine’s AIR declined to 913,000 in Q2 from 958,000 in the previous quarter.

Grih Shobha (placed eighth) and Champak (placed ninth), too have seen decline in readership, registering AIR of 843,000 and 762,000, respectively in this quarter.

Meanwhile, Nirogdham added 3,000 new readers during the quarter, taking its AIR to 750,000 in Q2.

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