IRS Q3 2012: Bad quarter for Top 10 Hindi magazines

Seven out of the top 10 Hindi magazines register negative growth. There is a new entrant - Vanitha - in the top 10 club

BestMediaInfo Bureau | Delhi | February 1, 2013

The growth trend of Hindi magazines in IRS Q3 2012 is similar to that of English magazines with seven out of the top 10 Hindi magazines registering negative growth. Samanya Gyan Darpan has registered the maximum growth while Saras Salil has lost maximum readers in the current survey. Vanitha has made an entry into the top 10 club.

Educational Hindi magazine Pratiyogita Darpan continues to be No. 1 despite a marginal de-growth. The monthly has recorded an AIR of 18.94 lakh against 19.18 lakh in the previous quarter, 18.93 lakh in IRS Q1 2012 and 20.01 lakh in IRS Q4 2011.

The second most read Hindi magazine, Samanya Gyan Darpan, has added maximum readers. By adding 69,000 readers in the current survey, its AIR stands at 17.33 lakh compared with 16.64 lakh in last round of survey, 16.44 lakh in IRS Q1 2012 and 16.78 lakh in IRS Q4 2011.

The readership of Saras Salil continues to fall sharply with the maximum loss in the current survey. The fortnightly magazine has lost 1.97 lakh readers in IRS Q3 2012. Its current AIR stands at 13.51 lakh compared with 15.48 lakh in the previous quarter, 16.01 lakh in IRS Q1 2012 and 17.68 lakh in IRS Q4 2011.

At No. 4, Meri Saheli has witnessed a marginal growth in the third quarter of IRS 2012. The monthly has recorded an AIR of 12.05 lakh compared with 11.92 lakh in the previous quarter, 12.59 lakh in IRS Q1 2012 and 12.13 lakh in IRS Q4 2011.

Cricket Samrat has lost 91,000 readers to clock an AIR of 10.44 lakh in IRS Q3 2012 against 11.35 lakh in the previous quarter, 11.76 lakh in IRS Q1 2012 and 11.54 lakh in IRS Q4 2011.

At No. 6, India Today Hindi has posted negative growth with the magazine recording 9.66 lakh AIR in IRS Q3 2012 against 10.01 lakh in the previous quarter, 10.51 lakh in IRS Q1 2012 and 10.72 lakh in IRS Q4 2011.

Women's magazine Grehlakshmi has remained at No. 7 with 9.09 lakh of AIR in IRS Q3 2012 against 9.13 lakh in the previous quarter. It had 9.58 lakh in IRS Q1 2012 and 9.52 lakh readers in IRS Q4 2011.

Grih Shobha has added 30,000 readers in the current survey to take its AIR at 8.73 lakh compared with 8.43 lakh in the last survey, 8.6 lakh in IRS Q1 2012 and 9.51 lakh in IRS Q4 2011.

Champak, at No. 9, has lost 37,000 readers in the current survey to record an AIR of 7.25 lakh compared with 7.62 lakh in the previous quarter, 8.11 in IRS Q1 2012 and 8.53 lakh in IRS Q4 2011.

Vanitha has made an entry into the top 10 list with an AIR of 7.12 lakh against 7.02 lakh in the previous survey.

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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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