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IRS Q4 2012: Degrowth continues for top 10 Hindi magazines

Seven out of the top 10 Hindi magazines register negative growth. There is one change in the pecking order as Grih Shobha dislodges Grehalakshmi by a small margin

BestMediaInfo Bureau | Delhi | April 2, 2013

The fourth quarter of IRS 2012 has not given any relief to the top 10 Hindi magazines as seven magazines have witnessed degrowth in their readership. There is one change in the pecking order with Grih Shobha dislodging Grehalakshmi by a small margin.

Educational Hindi magazine Pratiyogita Darpan has topped again by registering growth in the current survey. The magazine has recorded an AIR of 19.02 lakh in IRS Q4 2012 compared with 18.94 lakh in the previous quarter, 19.18 lakh in IRS Q2 2012, 18.93 lakh in IRS Q1 2012 and 20.01 lakh in IRS Q4 2011.

The second most read Hindi magazine, Samanya Gyan Darpan, has again added maximum readers for the second quarter in a row. By adding 41,000 readers in the current survey, its AIR stands at 17.74 lakh compared with 17.33 lakh in last round of survey, 16.64 lakh in IRS Q2 2012, 16.44 lakh in IRS Q1 2012 and 16.78 lakh in IRS Q4 2011.

The fortnightly magazine, Saras Salil, continues to be at No. 3 despite continuous decline in its readership. Its current AIR stands at 13.12 lakh compared with 13.51 lakh in the previous quarter, 15.48 lakh in IRS Q2 2012, 16.01 lakh in IRS Q1 2012 and 17.68 lakh in IRS Q4 2011.

At No. 4, Meri Saheli could not maintain the growth it registered in the last round of survey and lost 47,000 readers this time. The monthly has recorded an AIR of 11.58 lakh compared with 12.05 lakh in the previous quarter, 11.92 lakh in IRS Q2 2012, 12.59 lakh in IRS Q1 2012 and 12.13 lakh in IRS Q4 2011.

Cricket Samrat has lost 20,000 readers to clock an AIR of 10.24 lakh in IRS Q4 2012 against 10.44 lakh in the previous quarter, 11.35 lakh in IRS Q2 2012, 11.76 lakh in IRS Q1 2012 and 11.54 lakh in IRS Q4 2011.

At No. 6, India Today Hindi has registered growth for the first time in the last few quarters. The magazine has recorded 9.88 lakh AIR in IRS Q4 2012 against 9.66 lakh in the previous quarter, 10.01 lakh in IRS Q2 2012, 10.51 lakh in IRS Q1 2012 and 10.72 lakh in IRS Q4 2011.

Despite losing a few readers in the current survey, Grih Shobha has dislodged Grehalakshmi from the No. 7 position. The magazine has an AIR of 8.66 lakh compared with 8.73 lakh in the last survey, 8.43 lakh in IRS Q2 2012, 8.6 lakh in IRS Q1 2012 and 9.51 lakh in IRS Q4 2011.

Women’s magazine Grehlakshmi has slipped to No. 8 with 8.65 lakh of AIR in IRS Q4 2012 against 9.09 lakh in the previous quarter. It had an AIR of 9.13 lakh in IRS Q2 2012, 9.58 lakh in IRS Q1 2012 and 9.52 lakh in IRS Q4 2011. 

Champak, at No. 9, has lost 20,000 readers in the current survey to record an AIR of 7.05 lakh compared with 7.25 lakh in the previous quarter, 7.62 lakh in IRS Q2 2012, 8.11 lakh in IRS Q1 2012 and 8.53 lakh in IRS Q4 2011.

Vanitha continues to be at No. 10 with an AIR of 6.68 lakh in the current survey against 7.12 lakh in the previous survey and 7.02 lakh in IRS Q2 2012.

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Average Issue Readership (AIR) of a publication is defined as the number of readers of that publication who have claimed to have last read it within its periodicity, i.e., last read a daily yesterday, a weekly within the last week, a monthly within the last month, etc.

This measure is considered to be a more relevant measure of ‘real’ or ‘regular’ readership, especially for newspapers, most of which have been read / ‘consumed’ as a matter of daily habit. Conventionally, media planners even calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in terms of AIR.

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