IRS Q3 2012: Malayalam magazine Vanitha continues to be most read magazine

MUMBAI: Malayalam fortnightly magazine Vanitha continues to be the most read magazine in the country despite fall in numbers, according to the latest Indian Readership Survey (IRS) for the third quarter of 2012 conducted by the MRUC.

Vanitha saw a decrease in its all India readership (AIR) to 2.271 million in the third quarter of 2012 from 2.353 million in the preceding quarter.

Hindi monthly Pratiyogita Darpan continues to be the second most read magazine with a readership of 1.894 million, down from 1.918 million in Q2.

Another Hindi monthly magazine Samanya Gyan Darshan was the third most read. Its readership actually increased to 1.733 million in the third quarter of 2012 from 1.644 million a quarter earlier.

The fourth most read was India Today, which saw an increase in readership to 1.526 million in the third quarter from 1.554 million a quarter earlier.

The pecking order of Hindi magazines remained unchanged with Patiyogita Darpan at the top followed by Samanya Darpan. Fortnightly publication Saras Salil was at number three, but saw a drop in AIR to 1.351 million in the third quarter from 1.548 million a quarter earlier. Seven out of the 10 Hindi magazines saw a drop in AIR for the third quarter of 2012.

Amongst the English magazines, India Today retained its top position though its readership decreased from 1.554 million in the second quarter to 1.526 million in the third quarter. Second spot holder General Knowledge Today too saw a drop in readership to 1.047 million in Q3 from 1.087 million a quarter earlier. Seven out of the 10 English magazines saw a drop in AIR for the third quarter of 2012.

In the Indian language magazines too Vanitha leads. Bengali weekly Karmakshetra takes the second spot with its readership increasing from 1.168 million in Q2 2012 to 1.183 million in Q3 2012. The readership of Malayala Manorama too rose from 1.113 million in Q2 2012 to 1.053 million. Occupying the fourth spot is Karmasangsthaan with .996 million readership in Q3 as compared to .964 million in Q2.

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