IRS Q2 2011: Top 10 Hindi Magazines

Big change in pecking order as India Today slides down 2 positions; however, all top 5 Hindi magazines register growth

BestMediaInfo Bureau | Delhi | September 30, 2011

The Average Issue Readership data released for the second quarter of IRS 2011 is completely opposite to the Q1 results. Where 7 out of top 10 Hindi magazines had recorded decline in the readership in IRS Q1 2011, second quarter has seen 8 magazines gaining readership.

Educational Hindi Magazine Pratiyogita Darpan has strengthened its position further as No.1 by maintaining its growth in this quarter. Pratiyogita has added 1.27 lakh readers over in IRS Q2 2011. The magazine has recorded an AIR of 21.54 lakh as compare to 20.27 lakh in the previous quarter. The magazine had an AIR of 17.42 lakh in IRS Q1 2010.

The No.2 Hindi magazine of the country Saras Salil has recovered its losses upto some extent but could not regain its top position. The magazine has added 94,000 readers and taken its AIR at 20.39 lakh in IRS Q2 2011 as compared to 19.45 lakh in the previous quarter. Saras Salil had 22.09 lakh readers in IRS Q1 2010.

There has been big change in pecking order starting at No.3 which has been acquired by Cricket Samrat which was at No.7 position in last quarter. This position was held by India Today till the previous quarter which has been pushed down to No.5 position now. The cricket magazine which has lost more than 6% readers in Q1 2011, has now added more than 23% readers in the second quarter of IRS 2011. It has recorded an AIR of 12.13 lakh in Q2 2011 as compared to 9.84 lakh in the previous quarter and 11.94 lakh in IRS Q1 2010.

Meri Saheli is holding the 4th spot with by adding 74,000 readers in this quarter to take its AIR at 11.74 lakh in IRS Q2 2011 as compared to 11 lakh in the previous quarter and 12.67 lakh in IRS Q1 2010.

The new No.5 is India Today which has lost 2 positions despite adding some readers. Its current AIR now stands at 11.44 lakh as compared to 11.37 lakh in IRS Q1 2011 and 13.11 lakh in IRS Q1 2010.

At No.6 and N0.7 are women’s magazines Grehlakshmi & Grih Shobha with AIR of 10.10 lakh and 10.08 lakh respectively in IRS Q2 2011.

Champak has strengthened its position at No.8 by adding 30,000 readers in the current survey. Kids’ favourite fortnightly magazine has recorded and AIR of 8.73 lakh in IRS Q2 2011 as compared to 8.43 lakh in the previous quarter.

At 9th spot, Vanitha has taken an edge over Nirogdham with a difference of just 1000 readers. Both the magazines have 7.64 lakh and 7.63 lakh readers respectively 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 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 matter of daily habit. Conventionally, media planners even calculate & compare cost-benefits of dailies based on the AIR figure. And hence it is perhaps most relevant to study readership trends as well in terms of AIR.

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