Grehalakshmi replaces Cricket Samrat to become 6th largest Hindi Magazine; Pratiyogita Darpan increases its leadership margin.
BestMediaInfo Bureau | Delhi | June 20, 2011
The Average Issue Readership data released for the first quarter of IRS 2011 show decline in the readership of 7 out of top 10 Hindi magazines; however the rate of decline remains marginal. At the same time, further growth has helped Pratiyogita Darpan to increase the leadership margin in comparison to the 2nd largest read magazine Saras Salil which was pushed one position behind by Pratiyogita Darpan in last survey.
Educational Hindi Magazine Pratiyogita Darpan has strengthened its position as No.1 by maintaining its growth rate in this quarter. Pratiyogita has added 2.85 lakh readers over the past one year to become a firm leader now. By adding 70,000 readers, Pratiyogita Darpan has recorded its AIR at 20.27 lakh as compared to 19.57 lakh in the previous quarter. The magazine had an AIR of 17.42 lakh in IRS Q1 2010.
The No.2 Hindi magazine of the country Saras Salil has been able to hold its readers in the current survey. Although the magazine has added 3,000 readers in IRS Q1 2011, it has lost a total of 2.64 lakh readers over the year. Saras Salil has recorded an AIR of 19.45 lakh in IRS Q1 2011 as compared to 19.42 lakh in IRS Q4 2010 and 22.09 in IRS Q1 2010.
India Today continues to be the third largest read Hindi Magazine despite losing readers in almost every survey. The Hindi magazine from India Today Group has lost 1.74 lakh readers over the past one year. Its current AIR now stands at 11.37 lakh as compared to 11.62 lakh in IRS Q4 2011 and 13.11 lakh in IRS Q1 2010.
Despite a marginal decline in its Average Issue Readership, Meri Saheli is holding the 4th spot with an AIR of 11 lakh in IRS Q1 2011 as compared to 11.33 lakh in the previous quarter and 12.67 lakh in IRS Q1 2010.
At No.5, Grih Shobha has recorded an AIR of 10.61 lakh in IRS Q1 2011 as compared to 10.92 lakh in IRS Q4 2010.
The womenâ€™s magazine from Diamond Publications Grehlakshmi has jumped up 1 position to No.6 by replacing Cricket Samrat; however, the magazine has lost 12,000 readers in the first quarter of IRS 2011. Its current AIR now stands at 10.31 lakh as compared to 10.43 lakh in IRS Q4 2010 and 11.33 lakh in IRS Q1 2010. Thus Ghrehlakshmi has lost more than one lakh readers over the year.
Now at No.7, the cricket Magazine Cricket Samrat has lost more than 6% of readers in IRS Q1 2011. It has recorded an AIR of 9.84 lakh in Q1 2011 as compared to 10.50 lakh in the previous quarter and 11.94 lakh in IRS Q1 2010. Thus the magazine has lost 2.1 lakh readers over the year.
Champak has strengthened its position at No.8 by adding 36,000 readers in the current survey. Kidsâ€™ favourite fortnightly magazine has recorded and AIR of 8.43 lakh in IRS Q1 2011 as compared to 8.07 lakh in the previous quarter.
At 9th spot, health magazine Nirogdham has lost around 9% readers this quarter. In total, it has lost 1.58 lakh readers over the past one year. Nirogdham has recorded an AIR of 7.11 lakh in IRS Q1 2011 as compared to 7.8 lakh in IRS Q4 2010 and 8.69 lakh in IRS Q1 2010.
At No.10 position is Sarita from the house of Delhi Press which has recorded an AIR of 7.10 lakh in IRS Q1 2011 as compared to 7.27 lakh in the previous quarter.
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.