Declining readership? More like declining faith in IRS

The gloves are well and truly off. The findings of the Indian Readership Survey (IRS) 2007 Round 1, released last week, have created uproar in the publishing industry. And led to an all-out war between the author of the survey – Media Research Users Council (MRUC) – and a majority of the publishers.

The reason, of course, is the collective decline in readership of newspapers and magazines recorded by the survey (readership of publications across the country went down by 4.5 per cent in the six-month period). Publishers find this hard to digest. But the MRUC says it’s just the harsh reality.

Who’s right? And what could be the reasons behind the decline in readership numbers? agencyfaqs! spoke to publishers and the MRUC to get both sides of the story.

The publishers’ question: At a time when there’s so much competition in the print market, increase in literacy across socioeconomic strata, jump in circulation and attractive subscription packages, how can readership of publications show such a steep decline?

N Murali, joint managing director, ‘The Hindu’, is not taken by surprise. He states phlegmatically, “We never subscribed to the IRS data because we never considered it credible enough. And the kind of data that has been released only strengthens our stand.” Murali questions the survey’s methodology and says, “Rather than make a mockery of things, the IRS should be phased out.” He doesn’t even spare Hansa Research, which conducted the survey.

Despite ‘Saras Salil’ still retaining its position as the No. 1 magazine in the country, Anant Nath, director, Delhi Press, has reason to worry. “If this declining trend continues, five years down the line, there won’t be any readership at all,” he says. ‘Saras Salil’ has witnessed a decline of 24.4 per cent over the last round of the IRS.

As a step towards disregarding the IRS, Delhi Press will refrain from using the survey data for publicity. The increasing dissonance between the National Readership Survey (NRS) and the IRS doesn’t help matters. Publishers feel that in terms of sampling, the NRS has a reputation of being more robust. There is also a feeling that the MRUC might be adjusting its numbers.

With all fingers pointing at MRUC, its spokesperson, who did not wish to be named, says, “Had there been something statistically wrong with the survey, it would have been stopped. While the data is showing fluctuations, it is not biased as it has representation from all industry bodies.”

“If the stock market drops, it’s not the BSE’s fault,” he adds.

The MRUC believes the survey clearly reflects how the media consumption patterns of readers have evolved, thanks to the advent of new media. According to it, this is a trend that will continue as consumers opt for more advanced and efficient media to stay informed. Taking brands to multiple platforms is key in this fast-changing market.

MRUC is clearly affected by all the unhappiness its survey has generated. “We are deliberating on what could be done because if the publishers aren’t content with the data, there’s no point in having it,” revealed the spokesperson.

As things stand, the Indian Newspaper Society (INS) members are considering setting up another survey. This would, of course, cost money. That said, hopefully, it will provide answers to this debate – one way or the other.

© 2007 agencyfaqs!