IRS Q4 2011: Top 10 Hindi Magazines

Top Hindi magazines except Meri Saheli witness decline. Impressive entry by Samanya Gyan Darpan in top 10 list at No. 3 while Vanitha is out of the top 10 club

BestMediaInfo Bureau | Delhi | March 12, 2012

Unlike in English magazines which posted growth in the fourth quarter of IRS 2011, top Hindi magazines except Meri Saheli have witnessed a decline. There is an impressive entry by Samanya Gyan Darpan in the top 10 list at No. 3 while Vanitha is out of the top 10 club this quarter.

Educational Hindi magazine Pratiyogita Darpan continues to lead the vernacular magazines. However, it has lost 24,000 readers this quarter after losing 1.29 lakh readers in the previous quarter. The magazine has recorded an AIR of 20.01 lakh in IRS Q4 2011 compared with 20.25 lakh in the last survey and 21.54 lakh in IRS Q2 2011. It had added 1.27 lakh readers in IRS Q2 2011.

The No. 2 Hindi magazine, Saras Salil, has suffered a huge loss of 8.9 per cent in IRS Q4 2011. By losing 1.73 lakh readers, the magazine has recorded an AIR of 17.68 lakh this quarter against 19.41 lakh in the previous quarter and 20.39 lakh in IRS Q2 2011. It had also lost 98,000 readers in IRS Q3 2011 but added 94,000 readers in IRS Q2 2011.

Pratiyogita Darpan's other educational Hindi magazine, Samanya Gyan Darpan, has made an impressive entry to the top 10 club and acquired the 3rd spot. It has recorded an AIR of 16.78 lakh in IRS Q4 2011.

With Samanya Gyan Darpan taking No. 3 slot, Meri Saheli has slipped one position at No. 4 despite adding a few readers in IRS Q4 2011. It had added 35,000 readers in the previous quarter and 74,000 readers in IRS Q2 2011. Meri Saheli has an AIR of 12.13 lakh compared with 12.09 lakh in the previous quarter and 11.74 lakh in IRS Q2 2011.

After losing 54,000 readers in the last quarter, Cricket Samrat has further lost readership in Q4 of IRS 2011. However, it has grown by 15 per cent over the first quarter of IRS 2011. The magazine has recorded an AIR of 11.54 lakh in IRS Q4 2011 against 11.59 lakh in IRS Q3 2011, 12.13 lakh in IRS Q2 2011 and 9.84 lakh in IRS Q1 2011.

At No. 6 is India Today Hindi. By losing 44,000 readers in the current round, its AIR now stands at 10.72 lakh compared with 11.16 lakh in the previous quarter, 11.44 lakh in IRS Q2 2011 and 11.37 lakh in IRS Q1 2011.

At No. 7 and No. 8 are women's magazines Grehlakshmi and Grih Shobha with AIR of 9.52 lakh and 9.51 lakh, respectively, in IRS Q4 2011. In the last quarter, Grih Shobha was at No. 6 with an AIR of 9.9 lakh while Grehlakshmi was at No.7 with 9.83 lakh readers. Grih Shobha and Grehlakshmi had 10.10 lakh and 10.08 lakh readers, respectively, in IRS Q2 2011.

Champak has recorded an AIR of 8.53 lakh in IRS Q4 2011 compared to 8.59 lakh in the previous quarter, 8.73 lakh in IRS Q2 2011 and 8.43 lakh in IRS Q1 2011.

Nirogdham has 7.52 lakh readers in IRS Q4 2011 compared to 7.73 lakh readers in the previous quarter and 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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