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IRS Q3 2010: Top 10 Hindi Magazines

Except an educational Hindi magazine, all top magazines lose readers in this quarter.

Rajat Arora | Delhi | December 3, 2010

Unlike English magazines, Hindi magazines tell a different story in this quarter. The Q3 results of IRS 2010 show that 9 out of 10 Hindi magazines have registered decline in readers.

The average issue readership (AIR) data of latest Indian Readership Survey (IRS) has shown country’s No.1 Hindi fortnightly magazine ‘Saras Salil’ losing its readers again in this quarter. By losing 38,000 readers, it has recorded and AIR of 20.07 lakh in IRS Q3 2010 as compared to 20.45 lakh in last survey. The No.1 Hindi magazine had also recorded decline in Q2 and lost 1.64 lakh readers while it added 45,000 readers in the first quarter.

At 2nd position, Educational Hindi Monthly magazine ‘Pratiyogita Darpan’ has continued performing well and has become the only magazine among top 10 Hindi magazines to register growth in this quarter. After adding 1.03 lakh readers, its current AIR stands at 19.06 lakh as compared to 18.03 lakh in IRS Q2 2010. Pratiyogita Darpan had added 61,000 readers in previous survey.

Hindi weekly ‘India Today’ has again lost 78,000 readers but retained its 3rd spot in the country. It has registered an AIR of 12.23 lakh in current survey as compared to 13.01 lakh in IRS Q2 2010. The magazine had lost 10,000 readers in last quarter.

The Hindi monthly magazine ‘Meri Saheli’ has seen a sharp decline in its readership in Q3 of IRS 2010 and lost 1.09 lakh readers. However, it has managed to retain its 4th spot. It has recorded an AIR of 11.56 lakh in this quarter as compared to 12.65 lakh in Q2 2010. In the previous survey, the magazine had lost just 2,000 readers.

Hindi fortnightly magazine ‘Grih Shobha’ which made an entry into the top 10 list of Hindi magazines in the country by acquiring 5th spot, has now recorded a marginal decline. By losing 30,000 readers in current survey, it has recorded an AIR of 11.51 lakh in IRS Q3 2010 as compared to 11.81 lakh in the second quarter survey.

The new No.6 is Monthly magazine ‘Cricket Samrat’ which has replaced Griha Lakshmi in this quarter though it has seen marginal decline. It has lost 2,000 readers and its current AIR now stands at 10.85 lakh as compared to 10.87 lakh in IRS Q2 2010. added 27,000 readers in the current survey. India’s premier Hindi sports magazine had lost more than 1 lakh readers in the previous survey.

Hindi monthly magazine for women ‘Griha Lakshmi’ has slipped down to 7th spot by losing 78,000 readers in the 3rd quarter. It has recorded an AIR of 10.82 lakh as compared to 11.60 lakh in IRS Q2 2010. It had added 27,000 readers in the last survey.

Another change in the position is for No.8 where Health magazine ‘Nirogdham’ has replaced Champak despite a slight decline in readership. After losing 18,000 readers, its current AIR has reached at 8.25 lakh as compared to 8.43 lakh in IRS Q2 2010. It had lost 26,000 readers in last survey also.

Kid’s favorite fortnightly magazine ‘Champak’ which had entered into the top 10 list in last quarter has now tasted some decline this quarter. Coming down to 9th spot, it has recorded an AIR of 8 lakh as compared to 8.48 lakh in IRS Q2 2010.

The new entrant in top 10 list in this quarter is ‘Nandan’ with an AIR of 6.55 lakh. However it has lost 38,000 readers in this quarter as compared to 6.93 lakh in IRS Q2 2010. The No.10 position was earlier held by monthly magazine ‘Vanitha’.

Click here for more coverage on IRS Q3 2010.

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