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IRS Q3: Vanitha retains top spot among magazines

MUMBAI: The Indian Readership Survey (IRS) 2011 for the third quarter carried out and released by Media Research Users Council (MRUC) and Hansa Research revealed that there isn’t much change in the readership base of the top five magazines in the country.


Retaining its numero uno position, Malayalam fortnightly Vanitha recorded an average issue readership (AIR) of 2.59 million. Pratiyogita Darpan also maintained its position at number two with an AIR of 2.02 million.


Last quarter‘s number nine and ten, Kumudam (Tamil) and Grehlakshmi (hindi) respectively lost their positions to English magazine General Knowledge Today (with an AIR of 1.09 million at number nine) and Bengali magazine Karmakshetra (AIR 1.05 million at number 10).


Among the Hindi magazines Pratiyogita Darpan‘s AIR stood at 2.02 million topping the list while Saras Salil followed second with an AIR of 1.94 million.



Slipping down to seventh position, Grehlakshmi recorded an AIR of 983,000 while Grih Shobha, which took its place at number six, clocked in an AIR of 990,000.


Among the English magazines, India Today continues to lead with 1.64 million AIR. Reader‘s Digest (AIR 998,000) made way for General Knowledge Today (AIR 1.09 million) at number two while it slipped down to number three.



Further down the list Stardust climbed up to number seven with AIR of 385,000 and while Business Today moved up to number eight (from number 10 last quarter) with an AIR of 345,000. Recording the deep plunge in the ranking, Filmfare fell to number 10 from previous quarter’s number seven with an AIR of 327,000.


In the regional languages sector, the Malayala Manorama continued to be second with an AIR of 1.31 million while Kumudam slipped down to number four with an AIR of 1.03 million. Taking its place, Bengali weekly magazine Karmakshetra recorded a readership of 1.05 million.



Tamil weekly Ananda Vikatan fell from number six in the last quarter to number nine in Q3 with a readership of 781,000 while Bengali weekly Karmasangsthaan climbed three spots to reach number six with a readership of 855,000.

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