Rajat Arora | Delhi | August 24, 2010
The overall performance for English magazines in the second quarter of IRS 2010 has declined marginally as compared to the last survey. The average issue readership (AIR) data of current survey shows most of the top 10 English magazines losing some readers.
According to the latest Indian Readership Survey (IRS) data, countryâ€™s No.1 English weekly magazine â€˜India Todayâ€™ has again lost 17,000 readers. Its current AIR stands at 17.77 lakh as compared to 17.88 lakh in Q1 2010. India Today had registered a huge loss of 90,000 readers in first quarter of IRS 2010.
At 2nd position, English Monthly â€˜Readers Digestâ€™ has registered a sharp decline in its readership and lost 1.19 lakh readers in the second quarter of IRS 2010. Its current AIR stands at 11.51 lakh as compared to 12.7 lakh in the last survey.
Another English monthly â€˜General Knowledge Todayâ€™ has also lost 36,000 readers but retained its 3rd spot in the country. It has registered AIR of 9.63 lakh in current survey as compared to 9.99 lakh in IRS Q1 2010.
The educational English monthly magazine â€˜Competition Success Reviewâ€™ has managed to retain its readers and 4th spot as well. It has lost just 1,000 readers in this quarter with an AIR of 6.87 lakh in current survey.
English weekly magazine â€˜Outlookâ€™ has also lost 43,000 readers in current survey findings. The No.5 English magazine of the country has recorded an AIR of 4.53 lakh in IRS Q2 2010 as compared to 4.96 lakh in last quarter.
At No. 6 is English monthly â€˜Wisdomâ€™ with 4.22 lakh of AIR in the second quarter which has gained just 2,000 readers as compared to the last survey.
Bollywoodâ€™s fortnightly magazine â€˜Filmfareâ€™ has also lost 14,000 readers in current survey findings. Its current AIR stands at 3.75 lakh as compared to 3.89 lakh in IRS Q1 2010.
Another magazine for B-town â€˜Stardustâ€™ has also seen a marginal decline by losing just 6,000 readers in the second quarter of IRS 2010. The No.8 English magazine of the country has recorded AIR of 3.64 lakh as compared to 3.7 lakh in last survey.
Business fortnightly â€˜Business Todayâ€™ has registered growth in this quarter by adding 13,000 readers. Its current AIR stands at 3.38 lakh as compared to 3.25 lakh in IRS Q1 2010.
At No.10 position is fortnightly magazine for women â€˜Feminaâ€™ which has seen some growth and added just 7,000 readers in the second quarter of IRS 2010. Its current AIR stands at 3.24 lakh as compared to 3.17 lakh in the last survey findings.
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 periodicity â€“ 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 â€˜realâ€™ or â€˜regularâ€™ readership, especially for newspapers, most of which have been read / â€˜consumedâ€™ as matter of daily habit. Conventionally, media planners even calculate & compare cost-benefits of dailies based on the AIR figure. And hence it is perhaps most relevant to study readership trends as well in terms of AIR.