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IRS Q2, 2012: Saras Salil, Vanitha lose maximum readers since Q2, 2011

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | October 03, 2012
Vanitha, however, continues to be at the top spot this time as well.

In the current quarter of IRS, Pratiyogita Darpan, Samanya Gyan Darpan, Karmakshetra and General Knowledge Today are the only magazines to have registered an increase in average issue readership (AIR). All the other magazines have recorded decline.

The Malayalam magazine from the stable of the Manorama Group, Vanitha, continues to be at the top spot this time as well. The fortnightly title has an AIR of 23.53 lakh in the latest quarter of IRS - a decrease of 91,000 readers since the last quarter. In fact, the magazine is the second biggest loser since Q2 2011, registering a loss of more than 3 lakh in AIR.

Top 10 magazines

Pratiyogita Darpan stands at No. 2 with an AIR of 19.18 lakh. The Hindi monthly publication had an AIR of 18.93 lakh last quarter - an increase of 25,000 readers since the previous quarter.

At No. 3 is another Hindi magazine, Samanya Gyan Darpan, which made its entry in the top 10 list of magazines in Q4, 2011. The Hindi monthly made its entry in the list with an AIR of 16.78 lakh. In the latest quarter of IRS, the magazine has an AIR of 16.64 lakh, up from the 16.44 lakh AIR that it had registered in the previous quarter.

India Today (English) is at No. 4 position, with an AIR of 15.54 lakh. The English weekly has lost as much as 59,000 in readership over the last quarter.

At No. 5 is Delhi Press' Hindi fortnightly Saras Salil, with an AIR of 15.48 lakh. It is the biggest loser among the top 10 magazines in the last one year since Q1, 2011, registering a decline in AIR of 4.91 lakh. The magazine has lost 53,000 in AIR in the latest quarter.

Yet another Hindi title, Meri Saheli, occupies the No. 6 spot in the list. The Hindi monthly magazine for women has an AIR of 11.92 lakh and is the second biggest loser in Q2, 2012 over Q1, 2012 with a loss of 67,000 in AIR.

At the No. 7 spot is the biggest gainer since Q2, 2011, Karmakshetra, the Bengali magazine, registering a gain in AIR of more than 2 lakh during the period. In the current quarter of IRS, the special interest magazine has an AIR of 11.68 lakh as compared to 11.42 lakh readers registered in the previous quarter. The Hindi publication saw its peak during Q2, 2011, when it registered a gain of 2.29 lakh average issue readers.

Cricket Samrat is at the eighth position, with an AIR of 11.35 lakh. The Malayalam title has lost as much as 41,000 in readership since Q1 of 2012.

Malayala Manorama is at the No. 9 position. The weekly title has an AIR 11.13 lakh in the current quarter of IRS. The magazine made its entry in the list in Q2, 2011, with an AIR of 9.16 lakh. Prior to that, the position was taken up by Kumudam magazine.

At No. 10 is another English title, General Knowledge Today, with an AIR of 10.87 lakh, registering a fine stability with a marginal increase in AIR of 1,000 readers. The English monthly made its entry in the list in Q2, 2011, after displacing Grehlakshmi from the position.

(Total readership includes any reader who has read any of the last six issues; whereas average issue readership includes only readers who have read the last issue.)

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