IRS Q2 2011 Results: Language magazines show more loss and less gain!

The results for the second quarter of the Indian Readership Survey of 2011 seem to indicate a win ' win for only some regional language magazines. But on the other lines, marginal losses have hampered the growth of a few publications as well. 4 of the 10 language magazines have seen growth, while other have declined, marginally.

Securing the top position, Malayalam magazine Vanitha has added a few readers in this quarter of IRS 2011. The fortnightly has recorded an average issue readership (AIR) of 2671 as compare to 2653 in Q1 of IRS 2011.

With the loss of readers at No.2 is Malayalam Manorama with an AIR of 1393 in this quarter as compared to 1413 in Q1 of IRS 2011. While on the other hand from down south, the Tamil magazine Kumudam is No. 3 like the previous quarter. The Tamil weekly has maintained its position and AIR at 1066 as well.

On a brighter note, at the 4th spot is Bengali magazine Karmakshetra has seen growth in its readership. The weekly has registered an AIR 916 in Q2 of IRS 2011 as against 894 in the previous quarter.

The 5th and 6th position of the top 10 list seem to be on the declining front. While Malayalam monthly Mathrubhumi Arogya Masika has seen loss of readers taking its AIR from 929 of the previous quarter to 914 in the current quarter. Similarly, Tamil magazine Ananda Vikatan also losing readership has recorded an AIR of 847 in Q2 of IRS 2011 as against 879 in Q1 of IRS 2011.

Malayalam weeklies on No.7 and No.8 stand in contradiction to each other. While Balarama at 7th spot has registered marginal growth, taking its AIR to 818 in this quarter from 812 of Q1 of IRS 2011; Mathrubhumi Thozhil Vartha has lost readership pushing its AIR from 816 of the previous quarter to 790 in this quarter.

Gaining readers in this quarter, Bengali weekly, Mathrubhumi Thozhil Vartha has indicated sizeable increase in its AIR as well. Its AIR in current quarter is 738, as compared to 686 of the previous quarter.

Coming last on the list of top 10 language magazines is another southerner. Tamil weekly Kungumam has recorded an AIR of 722 as compared to 725 of the previous quarter. | By Ankita Tanna [ankita(at)adgully.com]

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