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IRS 2010 Q4: Another round of decline for magazines

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IRS 2010 Q4: Another round of decline for magazines

The IRS 2010 Q4 topline numbers show decline in most of the top magazines’ readership. Eight out of top ten magazines have seen decline in the readership. The only ones to have grown are Pratiyogita Darpan and Malayala Manorama.

Malayalam magazine Vanitha with an AIR (Average Issue Readership) of 27,15,000 has maintained its lead in magazines, despite the marginal decline.

Pratiyogita Darpan has grown from 1,906,000 to garner 1,957,000 and has beaten Saras Salil to be the second most read magazine in India.

With an AIR of 1,942,000, Saras Salil has dropped to number three.

English magazine India Today has dropped from an AIR of 1,780,000 to 1,757,000 but stays firm on the number fourth spot.

The weekly magazine Malayala Manorama is the only other magazine in the top 10 to have shown growth from an AIR of 1,276,000 to 1,386,000.

Hindi magazine India Today is on the sixth position and Tamil magazine Kumudam follows.

Hindi magazines Meri Saheli, Grih Shobha and Cricket Samrat, in that order, form the last three of the top 1o order



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