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IRS Q3 2010: Top 10 Language Magazines

Most of the top 10 language magazines lose ground heavily; only 3 magazines register slight growth.

Rajat Arora | Delhi | December 3, 2010

The language magazines in the country have shown a weak performance in this quarter where most of the top 10 language magazines seem losing ground in IRS Q3 2010. The current survey findings show only 3 magazines gaining some readers.

The average issue readership (AIR) data of IRS Q3 2010 has shown a slight decline in country’s No.1 language magazine Malayalam fortnightly ‘Vanitha’. After losing 38,000 readers in Q2, it has lost 27,000 readers in Q3. Its current AIR stands at 27.24 lakh as compared to 27.51 lakh in IRS Q2 2010.

At 2nd position, Malayalam weekly magazine ‘Malayala Manorama’ has gained 59,000 readers to take its AIR at 12.76 lakh in IRS Q3 2010 as compared to 12.17 lakh in the last survey findings.

No.3 language magazine Malayalam fortnightly ‘Kumudam’ has registered a sharp decline in its readership in this quarter. Its AIR now stands at 11.67 lakh as compared to 12.73 lakh in previous quarter.

Malayalam weekly ‘Balarama’ has lost the maximum among top language magazines in this quarter. After losing 2.13 lakh readers in IRS Q3 2010, it has registered an AIR of 10.08 lakh as compared to 12.21 lakh in the previous quarter. However, it has managed to retain its 4th spot.

5th spot is held by Malayalam monthly ‘Mathrubhumi Arogya Masika’ and Tamil weekly ‘Ananda Vikatam’ with an AIR of 9.8 lakh in IRS Q3 2010. Both the magazines have lost 78,000 and 63,000 readers respectively.

By registering some growth, the Bangla weekly ‘Karmakshetra’ has replaced Tamil weekly ‘Kungumam’ from 7th spot. The magazine has added 13,000 readers to take its current AIR at 8.46 lakh as compared to 8.33 lakh in IRS Q2 2010.

Tamil weekly ‘Kungumam’has slipped down to 8th spot by losing 1,10,000 readers in the 3rd quarter. It has recorded an AIR of 7.96 lakh as compared to 9.06 lakh in IRS Q2 2010.

At No.9 is Malayalam weekly ‘Mathrubhumi Thozhil Vartha’ which has also seen a sharp decline and lost 75,000 readers in IRS Q3 2010. Its current AIR now stands at 7.7 lakh as compared to 8.45 lakh in the last survey.

At No.10, Malayalam monthly ‘Grihalakshmi’ has gained 31,000 readers in this quarter. The magazine has registered an AIR of 6.98 lakh in IRS Q3 2010 as compared to 6.67 lakh in previous quarter findings.

Click here for more coverage on IRS Q3 2010.

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