IRS Q1 2019: Print magazine industry continues to thrive
The findings of the Indian Readership Survey Q1 2019 revealed that 1.8 crore readers have been added to the daily readership from IRS 2017
The print industry may be declining globally. But as per the IRS’19 Q1 data released by the Media Research Users Council (MRUC), it is safe to say that the print industry in India is growing with more regional language magazines topping the charts. Going forward, the readership of print magazines will continue to thrive in India.
Between IRS’17 report to IRS’19 Q1 report, there has been growth in magazine readership with 0.9 crores additional readers for magazines. The growth of urban readers has got a slight push with a 13% growth rate (4.9 readers in crores) as opposed to 12% in IRS’17 (4.5 readers in crores). The rural area readership, however, has remained the same 5% with 3.8 crore readers in crores as opposed to 3.4 crore readers in IRS’17.
The Total Readership recorded the top magazines on the basis of respective periodicity. The top ranking magazine with a 9152 readership is India Today (English). There has been a massive growth from IRS’17 where India Today (English) had 7992 readers. The second magazine to dominate the magazine space is India Today (Hindi) with a readership rate of 7712 as opposed to 7159 in IRS’17. The incisive coverage and exposés, as well as in-depth analyses reinforced the trust of the readers, further increasing readership, helping India Today retain the number 1 position yet again in both English and Hindi. There has been a growth of 15% new readers, adding over 1 million in TR.
Speaking on the development, Aroon Purie, Chairman, Editor-in-Chief, India Today Group said, “I am delighted to see that IRS validates our unshakeable belief in incredible content. The discerning consumer today, more than ever, seeks transparency, facts, and well-researched perspective. The reinvented India Today magazines have made their mark in both English and Hindi. I’m happy that they stand apart as the medium of choice for the Intelligent Indian.”
SamanyaGyan Darpan the third-ranking magazine has a readership rate of 7495 as opposed to 6882. The fourth-ranking magazine with a readership rate of Vanitha (Malayalam) is 7028 as opposed to 6126 in IRS’17. Pratiyogita Darpan (Hindi) has a record of 6418 readers for IRS’19 Q1 as opposed to IRS’17 where its readership was 5924.
The new IRS’19 Q1 data has paved the way for quarterly data. This insight will be beneficiary for advertisers, marketers, and stakeholders investing money in these magazine publications.
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