IRS Q3 2012: Top 10 English magazines

While India Today continues to lead the category, seven of the top 10 English magazines have lost readership in this quarter

BestMediaInfo Bureau | Delhi | January 31, 2012

The third quarter of IRS 2012 has not provided any relief to the top 10 English magazines as seven of them have lost readership. The Week has recovered well and jumped three positions to No. 6. Another change in the pecking order is for Pratiyogita Darpan which has slipped two positions to No. 8.

India's most read English magazine, India Today, has registered a marginal decline this quarter. The magazine has lost 28,000 readers to take its AIR to 15.26 lakh in IRS Q3 2012 against 15.54 lakh in the previous quarter, 16.13 lakh in IRS Q1 2012 and 16.11 lakh in IRS Q4 2011.

At No. 2, General Knowledge Today has lost 40,000 readers and recorded an AIR of 10.47 lakh in IRS Q3 2012 against 10.87 lakh in the previous quarter, 10.86 lakh in IRS Q1 2012 and 10.92 lakh in IRS Q4 2011.

Reader's Digest has grown marginally and added 7,000 readers. The monthly has recorded an AIR of 10.16 lakh in IRS Q3 2012 compared with 10.09 lakh in the previous quarter, 10.43 lakh in IRS Q1 2012 and 10.58 lakh in IRS Q4 2011.

At No. 4, educational English monthly, Competition Success Review, has lost what it added in its readership in the previous quarter. Its current AIR stands at 7.03 lakh compared with 7.19 lakh in the previous quarter, 7.05 lakh in IRS Q1 2012 and 6.97 lakh in IRS Q4 2011.

Outlook has again seen a slight dip in its readership in the third quarter of IRS 2012. The weekly magazine has recorded an AIR of 4.74 lakh against 4.83 lakh in the previous quarter, 4.92 lakh in IRS Q1 2012 and 4.87 lakh in IRS Q4 2011.

By adding 27,000 readers in the current survey, The Week has jumped three positions to No. 6. Its AIR stands at 4.24 lakh compared with 3.97 lakh in the previous quarter, 4.18 lakh in IRS Q1 2012 and 4.38 in IRS Q4 2011.

Stardust has held the No. 7 position with an AIR of 4.20 lakh in IRS Q3 2012. The magazine had an AIR of 4.16 lakh in the previous quarter, 4.11 lakh in IRS Q1 2012 and 4.03 in IRS Q4 2011.

After slipping two positions, Pratiyogita Darpan stands at No. 8 now. The educational magazine has lost 14,000 readers in the current survey and recorded an AIR of 4.17 lakh against 4.31 lakh in the previous quarter, 4.46 lakh in IRS Q1 2012 and 4.04 lakh in IRS Q4 2011.

Business Today has recorded an AIR of 4.06 lakh against 4.08 lakh in the previous quarter, 3.97 lakh in IRS Q1 2012 and 3.57 lakh in IRS Q4 2011.

Wisdom has recorded an AIR of 3.46 lakh in IRS Q3 2012 compared with 3.53 lakh in the previous quarter, 3.59 lakh in IRS Q1 2012 and 3.27 in IRS Q4 2011.

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(AIR numbers; All figures in '000)

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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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