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The great IRS debate: Industry divided on single currency, but upbeat about proposed new agency

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The great IRS debate: Industry divided on single currency, but upbeat about proposed new agency

The announcement of the IRS Q2 2010 results have once again stirred the embers of contentious issues like the methodology of measurement, authenticity of the numbers and common approach for newspapers and magazines. exchange4media spoke to a cross-section of the industry to gauge their reactions to these issues. Meanwhile, the industry is eagerly anticipating the proposed merger of NRS and IRS.

While speaking on IRS’ methodology of readership measurement for periodicals, Anant Nath, Managing Editor, Delhi Press, asked, “Why should there be the same method of measuring readership of newspapers and periodicals?” He affirmed, “IRS is not justified for magazine publications. You cannot put newspapers and magazines on the same table when measuring the readership. By doing this, they have jeopardised the value of the magazine business.”

When asked about the proposed merger of IRS and NRS, Nath said, “Any new agency can only be effective if it reviews the current methodology of collecting samples for the readership survey.”

On the other hand, Mahendra Jain of Pratiyogita Darpan, which has been ranked second among all Hindi magazines as per the IRS Q2 2010 results, opined that no survey agency could be hundred per cent authentic.

He further said that the merger of IRS and NRS would be good for the entire industry.

KK Goenka of Prabhat Khabar, which has seen a healthy growth in overall Hindi newspaper readership, too, said that IRS was not hundred per cent correct. “It is always good to have a single currency of measurement and we are looking forward to that,” he added.

According to Ranjeet Kate of NavBharat Times, which is leading in Delhi, Delhi NCR and Mumbai markets among Hindi newspapers, “In recent times, IRS has not seen much change in any other aspect than frequency. It is good to have higher frequency of IRS results, which definitely helps.”

Speaking on the methodology of getting readership figures, Aman Nayar, Brand Manager, NBT, pointed out that the questionnaire through which readership samples were collected was too long. He said, “The questionnaire should be structured in such a way that it focuses more on readership figures rather than various other product consumption numbers.

Nayar further said, “A single currency in the market is always welcome. In doing so, this money will be invested in one single survey agency, which will eventually provide better results.”

Also read:

IRS-NRS merger: Delay dampens industry enthusiasm, even as merger task force remains tightlipped

Noorings: A year since IRS-NRS merger announcement… What holds back the initiative?

Other Headlines on IRS

IRS research methodology still a concern for the industry

IRS Q2 2010: Growth story for newspaper and magazines in Uttar Pradesh; Dainik Jagran leads

IRS Q2 2010: Magazines see a close fight in Madhya Pradesh; mixed trend seen in the market

IRS Q2 2010: Some cheer for Thanthi and Dinakaran in Chennai

IRS Q2 2010: Magazines perform better than dailies in Bangalore market

IRS Q2 2010: Dailies do exceptionally well in Kolkata; magazines fail to keep pace

IRS Q2 2010: Magazines display strong growth potential in Andhra Pradesh

IRS Q2 2010: Most dailies, magazines witness slump in Kerala

IRS Q2 2010: In a case of reversals, dailies lose out in Himachal Pradesh; magazines do well

IRS Q2 2010: Poor results continue to haunt dailies in Jammu & Kashmir

Guest Article: IRS and the elusive credibility: Manajit Ghoshal, Mid-Day Infomedia

IRS Q2 2010: Publications in Maharashtra see some light

IRS Q2 2010: Positive fallout of Jharkhand print war – four out of top five dailies see growth

IRS Q2 2010: Hindi publications dominate Bihar market; magazines witness decline trend

IRS Q2 2010: Many gainers in Karnataka market; magazines reverse the decline trend

IRS Q2 2010: Publications in West Bengal do well with positive readership trends

IRS Q2 2010: Assam market looks grim for dailies and magazines; all see dip in AIR

IRS Q2 2010: TOI’s might continues in Mumbai; positive growth boosts other players too

IRS Q2 2010: Dismal shows for English magazines; numbers head south

IRS Q2 2010: Four of the top five Hindi magazines witness decline; Saras Salil maintains lead

IRS Q2 2010: Mixed reactions from South publishers; call for different pattern of estimation for magazines

IRS Q2 2010: English dailies show positive growth; TOI remains undisputed leader

IRS Q2 2010: Positive growth for Top 3 Hindi dailies in Delhi NCR; NBT leads

IRS Q2 2010: Hindi dailies witness several ups and down in Mumbai

IRS Q2 2010: Pecking order of Tamil publications remains intact despite decline in AIR

IRS Q2 2010: Top order remains unchanged for Marathi publications; dailies soar, but magazines despair

IRS Q2 2010: Kannada publications chalk up a growth story; double digit growth for 3 Kannada dailies

IRS Q2 2010: Four of Top 10 dailies see decline in AIR; no change in order seen among top 5 dailies; Dainik Jagran, Dainik Bhaskar lead again

IRS Q2 2010: Decline trend continues to plague magazines; top order remains unchanged

IRS Q2 2010: HT continues lead in Delhi & Delhi NCR; negative growth for top 2 players

IRS Q2 2010: Business dailies put up a decent show; magazines still fighting it out

IRS Q2 2010: Top 10 Hindi dailies witness ups and downs; Dainik Jagran remains the leader

IRS Q2 2010: Daily Thanthi shows growth amid declining AIRs among Tamil publications

IRS Q2 2010: Gujarati publications have a growth story to tell

IRS Q2 2010: Top Bengali dailies put up a good show; but periodicals show signs of fatigue

IRS Q2 2010: Mixed bag for Malayalam publications; some dailies see growth, all magazines drop

IRS Q2 2010: Mixed bag for Telugu publications

IRS Q2 2010: Top Punjabi publications witness general growth trend

IRS 2010 Q2: No joy for Assamese publications as AIRs continue to decline

IRS Q2 2010: Oriya publications take the de-growth route

IRS Q2 2010: No surprises in Urdu publications; Inquilab, Siasat hold top positions


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