IRS Q4 2011: Top 10 English Magazines

Except India Today, all other magazines in the top 10 list have registered growth. While Femina and Filmfare are out from the top 10 list in this quarter, Pratiyogita Darpan has entered the top 10 club

BestMediaInfo Bureau | Delhi | March 7, 2012

Except India's most-read English magazine, India Today, all other magazines in the top 10 list have registered growth in the fourth quarter of Indian Readership Survey 2011. While Pratiyogita Darpan, an English magazine, has made an entry to the top 10 list at No. 7, Femina and Filmfare are out of the top 10 list this time.

India Today has again registered a decline of 1.5 per cent and lost 25,000 readers in IRS Q4 2011. The weekly had lost 88,000 readers in IRS Q3 2011 while it had added 74,000 readers in IRS Q2 2011. The weekly's current AIR stands at 16.11 lakh compared with 16.36 lakh in the previous quarter, 17.24 lakh in IRS Q2 2011 and 16.50 lakh in IRS Q1 2011.

General Knowledge Today, which made a comeback at the 2nd spot in Q3 2011, has been able to hold on to its readers and the No. 2 position in this round. The magazine has recorded an AIR of 10.92 lakh this quarter compared with 10.87 in the previous quarter, 9.77 lakh in IRS Q2 2011 and 10.02 lakh in IRS Q1 2011.

Reader's Digest has grown by 5.5 per cent in the fourth quarter of IRS 2011. With the addition of 60,000 readers this quarter, RD has an AIR of 10.58 lakh against 9.98 lakh in Q3 and Q2 rounds. The magazine had added 28,000 readers in IRS Q2 2011.

At No. 4, Educational English monthly, Competition Success Review, has also registered a growth of 6 per cent this quarter. The monthly had an AIR of 6.97 lakh in IRS Q4 2011 against 6.57 lakh in the previous quarter. It had recorded an AIR of 6.54 lakh in IRS Q2 2011 and 6.84 lakh in IRS Q1 2011.

Weekly magazine Outlook has grown by 10 per cent in IRS Q4 2011. Its AIR now stands at 4.87 lakh compared with 4.44 lakh in the last survey, 4.56 lakh in IRS Q2 2011 and 4.38 lakh in IRS Q1 2011.

The Week has strengthened its position at No. 6 and grown by 13 per cent in IRS Q4 2011. By adding 51,000 readers, its current AIR stands at 4.38 lakh compared with 3.87 lakh in the previous quarter and 3.96 lakh in IRS Q2 2011. The magazine had recorded more than 22 per cent growth to acquire the 6^th rank in IRS Q2 2011.

There is a new magazine at No. 7 – English monthly Pratiyogita Darpan. It has recorded an AIR of 4.04 lakh in IRS Q4 2011.

At No. 8 is the magazine for B-town, Stardust, which has added 18,000 readers in IRS Q4 2011. It had added 43,000 readers in the previous quarter too. Its current AIR stands at 4.03 lakh against 3.85 lakh in the previous quarter and 3.42 lakh in IRS Q2 2011.

Business Today has recorded an AIR of 3.57 lakh compared with 3.45 lakh in the previous quarter, 3.33 lakh in IRS Q2 2011 and 3.09 lakh in IRS Q1 2011.

Wisdom is at No. 10 with an AIR of 3.27 lakh in IRS Q4 2011 compared with 3.18 lakh in the previous quarter.

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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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