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IRS Q1 2011: Top 10 English Magazines

The Week makes an entry in top 10 list; only 2 out of top 10 magazines manage to hold their readers.

BestMediaInfo Bureau | Delhi | June 20, 2011

According to the Indian Readership Survey (IRS) data released for the first quarter of 2011, country’s No.1 English weekly magazine ‘India Today’ is continuously losing its readership and it has lost 7.7% readers over the year. It has lost 1.07 lakh readers in the current survey itself and recorded an AIR of 16.50 lakh as compared to 17.57 lakh in IRS Q4 2010 and 17.88 lakh in Q1 2010.

Second largest read English magazine ‘General Knowledge Today’ has been able to hold its readers in the first quarter of IRS 2011. The magazine had replaced Readers Digest in the previous quarter from No.2 position. Its current AIR now stands at 10.02 lakh as compared to 10 lakh in IRS Q4 2010 and 9.99 lakh in IRS Q1 2010.

Pushed at No.3 in last survey, English Monthly ‘Readers Digest’ has registered a slight decline again in its readership and its total loss over the year has reached over 3 lakh. It has recorded an AIR of 9.6 lakh in IRS Q1 2011 as compared to 9.74 lakh in IRS Q4 2010 and 12.7 lakh in IRS Q1 2010.

Although another educational English monthly magazine ‘Competition Success Review’ has lost a few readers this quarter, it has managed to retain its readers over the past one year. It has lost just 2,000 readers as compared to the first quarter of 2010. CSR has recorded an AIR of 6.84 lakh in IRS Q1 2011 as compared to 7.04 lakh in IRS Q4 2010 and 6.86 lakh in IRS Q1 2010.

English weekly magazine and India Today’s competitor ‘Outlook’ has lost 29,000 readers in current survey findings taking its overall loss of about 12% during past one year. The No.5 English magazine of the country has recorded an AIR of 4.38 lakh in IRS Q1 2011 as compared to 4.96 lakh in IRS Q1 2010.

At No.6, Bollywood’s fortnightly magazine ‘Filmfare’ has also lost 3,000 readers in the first quarter of IRS 2011. Its current AIR stands at 3.82 lakh as compared to 3.85 lakh in the previous quarter and 3.89 lakh in IRS Q1 2010.

Another magazine for B-town ‘Stardust’ has also seen decline by losing 15,000 readers in the current survey. The No.7 English magazine of the country has recorded AIR of 3.52 lakh in IRS Q1 2011 as compared to 3.67 lakh in IRS Q4 2010 and 3.7 lakh in IRS Q1 2010.

‘Femina’ has registered some growth this quarter and added 9,000 readers to take its current AIR at 3.37 lakh as compared to 3.28 lakh in IRS Q4 2010 and 3.17 lakh in IRS Q1 2010. The magazine holds 8th spot.

English weekly ‘The Week’ has made an excellent entry in top 10 by adding 23,000 readers in the first quarter of IRS 2011. At No.9, the magazine has an AIR of 3.25 lakh as compared to 3.02 lakh in previous quarter.

The No.6 magazine of previous quarter ‘Wisdom’ has been pushed at No.10 followed by a heavy loss in one quarter. Its current AIR stands at 3.25 lakh as compared to 3.93 lakh in IRS Q4 2010. Wisdom has lost 95,000 readers over the last one year.

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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 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 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.

Info@BestMediaInfo.com

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