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IRS Q2 2012: Top 10 Language magazines

Bengali weekly Karmakshetra becomes the second most read language magazine as three out of top 10 publications witness growth. Vanitha remains the numero uno despite losing readership

BestMediaInfo Bureau | Delhi | October 5, 2012

The second quarter results of IRS 2012 are no different from Q1 for language magazines as only three out of the top 10 publications have witnessed growth. Two Bengali magazines, Karmakshetra and Karmasangsthaan, along with Malayalam weekly Mathrubhumi Thozhil Vartha have added more readers in the current survey. Besides, there are a couple of changes in the pecking order where Bengali weekly Karmakshetra has become the second largest read language magazine by dislodging Malayala Manorama, and Mathrubhumi Thozhil Vartha has replaced Balarama at No. 7.

Despite leading the pack, Malayalam fortnightly Vanitha has once again registered decline in its readership. By losing 91,000 readers in the second quarter of IRS 2012, it has recorded an AIR of 23.53 lakh compared with 24.44 lakh in the previous quarter, 25.16 lakh in IRS Q4 2011 and  25.9 lakh in IRS Q3 2011. Vanitha had lost 72,000 readers in the previous quarter and 74,000 readers in IRS Q4 2011.

Riding on the consistent growth, Bengali weekly Karmakshetra has dislodged Malayala Manorama from the No. 2 position. The second most read language magazine has an AIR of 11.68 lakh against 11.42 lakh in the previous quarter, 10.9 lakh in IRS Q4 2011 and 10.47 lakh readers in IRS Q3 2011.

Now at No. 3, Malayala Manorama has an AIR of 11.13 lakh over 11.63 lakh in the previous quarter. It had 12.06 lakh readers in IRS Q4 2011 and 13.07 lakh readers in IRS Q3 2011.

Another Bengali weekly, Karmasangsthaan, which was at No. 4 in the previous quarter, has added more readers in the current round. Its current AIR stands at 9.64 lakh against 9.34 lakh in the last round. It had 9.07 lakh readers in IRS Q4 2011 and 8.55 lakh in IRS Q3 2011.

Tamil weekly Kumudam has witnessed further decline in its readership. Its current AIR stands at 8.69 lakh compared with 8.84 lakh in the previous quarter, 9.76 lakh in IRS Q4 2011 and 10.30 lakh in IRS Q3 2011.

Malayalam health magazine Mathrubhumi Arogya Masika has also been on a declining trend. By losing 37,000 readers in IRS Q2 2012, the monthly has recorded an AIR of 7.89 lakh compared with 8.26 lakh in the previous round, 8.92 lakh in IRS Q4 2011 and 9.59 lakh in IRS Q3 2011. It had lost 62,000 readers in the previous round of survey and 67,000 readers in IRS Q4 2011.

Mathrubhumi Group’s other Malayalam weekly, Mathrubhumi Thozhil Vartha, has shown recovery and climbed to No. 7 in the current round. The magazine has recorded an AIR of 7.82 lakh against 7.35 lakh in the previous quarter, 7.58 lakh in IRS Q4 2011 and 8.29 lakh in IRS Q3 2011.

At No. 8 is Malayalam weekly Balarama with an AIR of 7.38 lakh compared with 7.87 lakh in the previous quarter, 8.07 lakh in IRS Q4 2011 and 8.51 lakh in IRS Q3 2011.

The third Bengali magazine in the top 10 club, Saptahik Bartaman, has not been able to continue with its growth momentum and lost a few readers in the second quarter of IRS 2012. It has recorded an AIR of 7.20 lakh compared with 7.34 lakh in the previous quarter, 7.20 lakh in IRS Q4 2011 and 6.67 lakh in IRS Q3 2011.

Tamil weekly Anand Vikatan has a current readership of 6.66 lakh compared with 6.77 lakh in the previous quarter, 7.28 lakh in IRS Q4 2011 and 7.81 lakh in IRS Q3 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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