IRS: Hindi, regional magazines see negative growth

MUMBAI: The third quarter IRS (Indian Readership Survey) report has no good news for the Hindi magazines.

As per the report, barring Pratiyogita Darpan, which is at second spot after Saras Salil, all Hindi magazines have seen a fall in readership.
Saras Salil, though maintaining its leadership, has seen a drop in the average issue redership (AIR) to 2.01 million, from 2.05 million in the Q2 survey. Pratiyogita Darpan saw its AIR increasing at 1.91 million from 1.80 million.

Meanwhile, Grehlakshmi fell from fifth to seventh place, whereas other magazines - India Today (Hindi), Meri Saheli and Grih Shobha - saw marginal drop in AIR.

Amongst the English magazines, India Today is holding on to its numero uno position, with AIR of 1.78 million, slightly up from 1.77 million in previous survey. However, Readers’ Digest and General Knowledge Today, though maintaining second and third position, saw a dip in AIR.

Meanwhile, the picture is equally bad in the regional language magazines. Malayalam Manorama, though, saw a rise in its readership and jumped two places to be on second spot, after Vanitha (Malayalam). Karmakshetra (Bengali) also improved its position from ninth to seventh position.

The rest - Vanitha, Kumudam, Balarama, Mathrubhumi Arogya Masika, Mathrubhumi Thozhil Vartha and Grihalakshmi (all Malayalam), and Ananda Vikatan and Kungumam (both Tamil) – all lost their share.

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