Why IRS 2017 is a good restart to the measurement of magazines?

According to the latest IRS data, print magazines in India added 3.8 crore new readers, which is almost 75 per cent jump in total readership

e4m by Ruhail Amin
Updated: Jan 19, 2018 8:52 AM

As per the data from the latest Indian Readership Survey (2017), print media in India continues to defy global trends by witnessing robust growth. This growth is primarily driven by language press with Hindi language print witnessing 45% growth in four years.
When it comes to print magazines, according to the latest IRS data, print magazines in India added 3.8 crore new readers, which is almost 75 per cent jump in total readership. These positive numbers have once again reiterated that print magazines are here to stay.
Commenting on the IRS 2017 data, Aroon Purie, Chairman and Editor-in-Chief , India Today Group said “Delighted to see the IRS set global benchmarks in sample size, design and tight monitoring. Very encouraged to see that the survey reinforces what we've always believed in. The magazines are far more relevant now than in the preceding years and the age of the discerning media consumer has returned. To have India Today as the most read magazine is very satisfying. It makes me happy and validates my belief that good editorial works. The cross-media comparison really helps us gauge the real headroom for each of the brands and there is every reason to believe that the print medium is still a very strong force to reckon with and increasingly more relevant as consumer seeks clarity in the midst of the information explosion.”
The latest IRS 2017 Report also offers new readership metrics. Apart from the standard and well-established Average Issue Readership metric, one can now look at data from the perspective of Total Readership (TR), and Readership of publications by timeframes of Last 7 days and Last 3 days. These new metrics have been introduced to provide a true representation of the changing consumption habits among Newspaper readers.
“The survey validates magazine publishers concerns that the previous rounds were not equipped to pick up readership at a wider spectrum. Now that the sample size has increased, we are glad that it is showing a more accurate picture of how the print in India is consumed and within that, we are glad that the magazine readership is being better measured. We always believed that the print readership, and especially the magazine readership, was under quoted and under-measured in previous rounds. I won’t even compare it with previous rounds. I would say it is more of a correction than the trend and a good restart to the measurement of magazines“, said Anant Nath, Editor, The Caravan & Executive Editor, Delhi Press Group.
According to Maneck Davar, Managing Director of Spenta Multimedia Pvt. Ltd the IRS 207 results will provide a big boost to the print magazine industry. “It is a big boost for the entire industry and I hope this trend continues. It also shows that the industry is readjusting itself and focusing more on content and marketing. With this data, there will definitely be more positivity and the fact that magazines are not a marginal medium is something which the advertisers will consider now”, stated Davar.

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