IRS Q1 2012: Mags at top drop readership, India Today leads in English

MUMBAI: Malyalam fortnightly magazine Vanitha has maintained its lead in the magazines segment even if its readership has decreased marginally, according to the IRS (Indian Readership Survey) first-quarter report released by Media Research Users Council (MRUC) and Hansa Research.

Hindi monthly Pratiyogita Darpan continues to be second in the pecking order, though it too has lost out on readers. Vanitha’s average issue readership (AIR) has gone down to 2.44 million in Q1 2012 from 2.52 million in Q4 2011.

Last quarter’s fourth place holder Samanya Gyan Darpan moved up to third spot this quarter, notwithstanding a decrease in AIR from 1.68 million to 1.64 million. Hindi fortnightly Saras Sahil experienced the maximum drop in AIR numbers from 1.77 million in Q4 2011 to 1.60 million in Q1 2012.

Among English magazines, weekly publication India Today continues to lead with an AIR of 1.613 million compared to 1.611 million in the previous quarter. Also maintaining their respective positions at the number two, three, and fourth spots are General Knowledge Today (AIR 1.09 million), Readers Digest (AIR 1.04 million) and Competition Success Review (AIR 705,000).

Pratiyogita Darpan with an AIR of 446,000 in Q1 2012 (AIR of 404,000 in for Q4, 2011) displaced The Week (AIR of 418,000) from the number 6 spot.

In the regional magazine list, Malayam Manorama held on to its position on second rank position, though it experienced a reduction in AIR from 1.21 million in Q4 2011 to 1.16 million in Q1 2012.

Bengali weekly Karmakshetra was also unmoved at the third spot with AIR of 1.14 million this quarter as opposed to 1.09 million last quarter.

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