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IRS Q3 2011: Top 10 Hindi Magazines

Seven magazines lose readership while the other three have grown marginally; there are two changes in  the pecking order too

BestMediaInfo Bureau | Delhi | December 23, 2011

The third quarter has not yielded good news for the top 10 vernacular magazines. Unlike the previous quarter, where eight of the top 10 magazines had recorded growth, this quarter has seen seven magazines losing readership. The remaining three magazines have registered marginal growth this quarter.

Educational Hindi Magazine Pratiyogita Darpan continues to lead despite losing 1.29 lakh readers this quarter. The magazine has recorded an AIR of 20.25 lakh in IRS Q3 2011 compared to 21.54 lakh in IRS Q2 2011. Pratiyogita had added 1.27 lakh readers over in IRS Q2 2011.

The No. 2 Hindi magazine of the country, Saras Salil, has also lost 98,000 readers in IRS Q3 2011, registering an AIR of 19.41 lakh compared to 20.39 lakh in IRS Q2 2011. The magazine had added 94,000 readers in IRS Q2 2011.

Meri Saheli has jumped up one position to replace Cricket Samrat at No. 3, adding 35,000 readers in IRS Q3 2011. It had added 74,000 readers in IRS Q2 2011. Meri Saheli has an AIR of 12.09 lakh compared to 11.74 lakh in the previous quarter.

By losing 54,000 readers this quarter, Cricket Samrat has slipped to No. 4. The magazine has recorded an AIR of 11.59 lakh in IRS Q3 2011 compared to 12.13 lakh in IRS Q2 2011 and 9.84 lakh in IRS Q1 2011.

At No. 5 is India Today Hindi which has further lost 28,000 readers to take its AIR to 11.16 lakh compared to 11.44 lakh in IRS Q2 2011 and 11.37 lakh in IRS Q1 2011.

At No. 6 and No. 7 are women’s magazines Grih Shobha and Grehlakshmi with AIR of 9.90 lakh and 9.83 lakh, respectively, in IRS Q3 2011 compared to 10.10 lakh and 10.08 lakh, respectively, in IRS Q2 2011.

Champak has lost 14,000 readers in the current survey to register an AIR of 8.59 lakh compared to 8.73 lakh in IRS Q2 2011 and 8.43 lakh in IRS Q1 2011.

At 9th spot is Vanitha with an AIR of 7.77 lakh compared to 7.64 lakh in IRS Q2 2011.

Nirogdham has 7.73 lakh readers in IRS Q3 2011 compared to 7.63 lakh readers in IRS Q2 2011.

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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 its 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 a matter of daily habit. Conventionally, media planners even calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in terms of AIR.

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Comments (1)
  • pradeep gup- 8 years ago

    very useful inputs