<FONT COLOR="#FF0033"><B>IRS 2007, Round 1:</B></FONT>Top 10 magazines see steep decline, ‘Saras Salil’ leads

The list of top 10 magazines in IRS 2007 Round 1 features three new names, ‘Malayala Manorama’, ‘Balarama’ and ‘Reader’s Digest’

The readership of the top magazines of the country has declined, as recorded by IRS 2007 Round 1, but three new magazines, ‘Malayala Manorama’, ‘Balarama’ and ‘Reader’s Digest’, have found their way into the prestigious top 10 list.

The three new entrants have pushed ‘Kungumam’, ‘Meri Saheli’ and ‘Cricket Samrat’ out of the top 10. These were in the second, ninth and tenth positions, respectively, in Round 2 of IRS 2006.

‘Saras Salil’ is once again number one, but the decline in its readership is startling. Its readership in this round is 47.6 lakhs, down by 24.4 per cent from the earlier 63 lakhs.

The number eight of IRS 2006 Round 2, ‘Vanitha’, has climbed up to number two with a readership of 30.67 lakhs. However, it, too, has shown a decline, dropping 7.34 per cent from the 33.1 lakh readers registered in IRS 2006 R2.

Moving up two ranks to number three is ‘India Today’, the English magazine, with a readership of 27.86 lakhs. It has lost 11.27 per cent of its 31.4 lakh readers.

‘Grihashobha’ has hopped one step up and holds the number four position by commanding a readership of 24.86 lakhs. Its readership has dropped by 10.25 per cent over IRS 2006 R2.

New entrant ‘Malayala Manorama’ is at number five, despite a decline of 8.27 per cent over the previous round, with 22.94 lakh readers. IRS 2006 R2’s number three, ‘Kumudam’, has slipped to number six, with 21.3 lakh readers, registering a decline of 16.14 per cent.

Another Malayalam magazine has entered the list at number seven, ‘Balarama’, with a readership of 21.24 lakhs. Its readership has dipped by 6.14 per cent over the last round’s readership of 22.63 lakhs.

‘India Today’ Hindi has moved down to number eight, witnessing a huge decline of 20.36 per cent, down from 24.4 lakh readers in the last round to 19.43 lakh now.

Last time’s fourth ranking ‘Anand Vikatan’, has descended to number nine with an 18.88 per cent drop in readership. The latest round puts its readership at 18.98 lakhs.

Lastly, ‘Reader’s Digest’ has managed to enter the list at rank 10, though its readership has decreased to 18.69 lakhs, which is 8.65 per cent lower than the readership of 20.46 lakhs that it had in Round 2 of IRS 2006.

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