Has IRS Q2 2010 failed to show the efforts of magazine publishers?

IRS had declared their Q2 results last week. Although most leading newspapers and magazines had maintained their position as market leaders, there has been a distinct decline in terms of readership, when compared to the previous quarter. Discrepancies over the results have been echoed by the industry. Adgully speaks to a few veteran players in the market on current results and improving the IRS procedure.

Most publications do not feel that the efforts that had been taken to build their credibility and readership were manifested in IRS Q2.

According to P. Sridhar Chief General Manager, of Sakshi Newspaper, "We are of the opinion that Sakshi has put in great efforts to make the paper read by all sections of society across Urban / Rural areas in Andhra Pradesh. Circulation has been steadily growing (awaiting Jan-June ABC figures) but readership is not matching with the growth in circulation. However we are happy to note growth in readership in Q2"

Subsequently most in the industry feel the magazine facet of the IRS has not been appropriately considered, although their publications have shown favorable results.

Sridhar says, "Although we are happy to note that Sakshi has recorded growth in readership in Q2 but it does not correspond to the growth in circulation. Net paid sales of Sakshi has grown by 8-9% in circulation but disappointing to note that readership has not grown proportionately. Region wise break up also shows that there are lots of regional imbalances which will be brought to the notice of MRUC appropriately."

Chandy further adds "While Malayala Manorama readership growth is in line with the circulation growth, magazines readership is not in line with the circulation growth. In 3 months such volatility is unwarranted."