IRS Q4 2012: Most publications show degrowth

01 Apr,2013

By A Correspondent


The last quarter of 2012 has not shown much promise for the print media inIndia, going by the recent IRS figures released by MRUC. Most of the categories have shown degrowth. While the Hindi daily, Dainik Jagran continues its leadership position in Top 10 publications, its AIR fell from 16,474 in Q3 to 16,370 in Q4 with the AIR gainers in the category being Dainik Bhaskar, Hindustan, Malayala Manorama, Rajasthan Patrika and Mathrubhumi.


Eight of Top 10 magazines have lost readership numbers. According to the current survey numbers, Vanitha has lost 1,18,000 AIR; India Today 46,000 AIR; Saras Salil 39,000; Meri Saheli 47000; the weekly Bengali magazine Karmakshetra 78,000; Cricket Samrat 20,000; Malayala Manorama 45,000 AIR and English monthly General Knowledge Today 54,000 AIRs. Pratiyogita Darpan in the category of Top 10 Hindi Magazines has gained readership going from 18.94 lakh in Q3 of 2012 to 19.02 lakh in Q4. SamanyaGyan Darpan and India Today are the only two who have gained numbers here while Saras Salil, Meri Saheli, Cricket Samrat, Grih Shobha, GrehLakshmi, Champak and Vanitha have witnesses dip in their readership. Among Top 10 English Magazines, India Today maintains its leadership position but has shown a dip in readership going from 15.26 lakh AIR to 14.8 lakh AIR in Q4. General Knowledge Today, Readers Digest, Competition Success Review, Outlook, The Week, Stardust, Business Today, and Wisdom have registered a dip in their AIRs. The only magazine to have gained 14,000 AIRs is the monthly Pratiyogita Darpan.


Nine of the Top 10 Language Magazines show degrowth. Malayalam weekly Mathrubhumi Thozhil Vartha has added 85,000 AIRs while the Bengali fortnightly Sananda has added 9,000 readers. In the Language dailies, Malayala Manorama, Eenadu, Sakshi and Daily Sakal have gained AIRs. The Times of India maintained leads the Top 10 English Dailies category but has registered negative growth and lost 38,000 AIRs: from 76.53 lakh in Q3 2012 to 76.15 lkah in Q4. On the second position, Hindustan Times has added 34,000 readers going from 37.86 lakh to 38.20 lakh readers. While the third daily in the category The Hindu has lost numbers, The Telegraph at fourth position has added AIRs. DNA, Mumbai Mirror and The Tribune have added AIRs while Deccan Chronicle, The Economic Times and The New Indian Express have seen a dip in readership.


Of the Top 10 Hindi Dailies, six show a decline in readership. The publications that saw a dip in AIRs include Dainik Jagran (1.04 lakh AIRs), Dainik Bhaskar (75,000 AIR), Amar Ujala (1.02 lakh AIR), Punjab Kesari 41,000 (AIR), Navbharat Times (6,000 AIR) and Nai Dunia (1.95 lakh AIR).



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