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IRS Q2 2012: Top 10 English magazines

Indian Today reigns supreme as 4 out of top 10 English magazines witness growth; The Week slips 2 positions to No. 9. General Knowledge Today is the No. 2 magazine, and Reader’s Digest has clocked in at No. 3

BestMediaInfo Bureau | Delhi | October 3, 2012

Interestingly, English magazines have also followed the trend of English, Hindi and Language dailies with four out of the top 10 magazines witnessing growth. The consecutive decline in readership has pushed ‘The Week’ two positions down to No. 9.

India’s most read English magazine, India Today, has not been able to hold its readers in IRS Q2 2012. The magazine has lost 59,000 readers to take its AIR to 15.54 lakh against 16.13 lakh in the previous quarter and 16.11 lakh in IRS Q4 2011. India Today had lost 25,000 readers in IRS Q4 2011and 88,000 readers in IRS Q3 2011. It had added 74,000 readers in IRS Q2 2011.

At No. 2, General Knowledge Today has maintained the status quo by recording AIR of 10.87 lakh in IRS Q2 2012 against 10.86 lakh in the previous quarter. The magazine had added 6,000 readers in IRS Q1 2012, 5,000 readers in IRS Q4 2011 and 1.1 lakh readers in IRS Q3 2011 but lost 35,000 readers in IRS Q2 2011. It had an AIR of 10.92 lakh in IRS Q4 2011, 10.87 in IRS Q3 2011, 9.77 lakh in IRS Q2 2011 and 10.02 lakh in IRS Q1 2011.

Reader’s Digest has witnessed a marginal decline for the second quarter in a row. The monthly has lost 34,000 readers to record 10.09 lakh AIR in IRS Q2 2012 compared with 10.43 lakh in the previous quarter. RD had an AIR of 10.58 lakh in Q4, 9.98 lakh in the Q3 and Q2 rounds of 2011. The magazine had lost 15,000 readers in the previous quarter while it had added 60,000 readers in IRS Q4 2011 and 28,000 readers in IRS Q2 2011.

At No. 4, educational English monthly, Competition Success Review, has added a few readers in the current survey. It added 14,000 readers to take its AIR to 7.19 lakh in IRS Q2 2012 compared with 7.05 lakh in IRS Q1 2012. It had recorded an AIR of 6.97 lakh in IRS Q4 2011, 6.57 lakh in IRS Q3 2011, 6.54 lakh in IRS Q2 2011 and 6.84 lakh in IRS Q1 2011.

Outlook has seen a slight dip in its readership in the second quarter of IRS 2012. The weekly magazine has recorded an AIR of 4.83 lakh against 4.92 lakh in the previous quarter. Outlook had an AIR of 4.87 lakh in IRS Q4 2011, 4.44 lakh in IRS Q3 2011, 4.56 lakh in IRS Q2 2011 and 4.38 lakh in IRS Q1 2011.

Pratiyogita Darpan remains stable at No. 6 despite a marginal loss in readership in the current survey. The English magazine has lost 15,000 readers to record an AIR of 4.31 lakh against 4.46 lakh in the previous quarter and 4.04 lakh in IRS Q4 2011. It had entered the top-10 club in IRS Q4 2011.

The new No. 7 magazine is Stardust, which has added 5,000 readers to record an AIR of 4.16 lakh compared with 4.11 lakh in the previous quarter and 4.03 in IRS Q4 2011. It had added 18,000 readers in IRS Q4 2011 and 43,000 readers in IRS Q3 2011. Stardust had an AIR of 3.85 lakh in IRS Q3 2011 and 3.42 lakh in IRS Q2 2011.

Business Today too has climbed one position to No. 8 by adding a few readers in this quarter. The magazine has recorded an AIR of 4.08 lakh against 3.97 lakh in the previous quarter. BT had added 40,000 readers in the previous survey to take its AIR at 3.97 lakh from 3.57 lakh in IRS Q4 2011. It had an AIR of 3.45 lakh in IRS Q3 2011, 3.33 lakh in IRS Q2 2011 and 3.09 lakh in IRS Q1 2011.

Two consecutive losses in readership have pushed The Week two positions down to No. 9 in the second quarter of IRS 2012. After losing 20,000 readers in the previous quarter, the magazine has lost 21,000 readers in the current round. Its AIR stands at 3.97 lakh compared with 4.18 lakh in the previous quarter. It had an AIR of 4.38 in IRS Q4 2011, 3.87 lakh in IRS Q3 2011 and 3.96 lakh in IRS Q2 2011. The magazine had recorded more than 22 per cent growth in IRS Q2 2011.

Wisdom has recorded an AIR of 3.53 lakh in IRS Q2 2012 compared with 3.59 lakh in the previous quarter. It had 3.27 in IRS Q4 2011 and 3.18 lakh reader in IRS Q3 2011.

Top 10 English Magazines
Publication IRS Q2 2012 IRS Q1 2012
India Today 1554 1613
General Knowledge Today 1087 1086
Readers Digest 1009 1043
Competition Success Review 719 705
Outlook 483 492
Pratiyogita Darpan 431 446
Stardust 416 411
Business Today 408 397
The Week 397 418
Wisdom 353 359

(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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