exchange4media reports that the circulation of business newspapers in India (Economic Times, Business Standard) has fallen over the first six months of 2003 but the circulation of business magazines (Business World Business Today) has increased.
- Business World has recorded a strong growth figure of 9.5% taking circulation to 120,548 copies from the 110,052 in 2002.
- Business India has shown 4.3% decline in its 79,054 copies circulation in 2002 coming to 75,673 copies in 2003
- Business Today, on the other hand has increased its circulation of 121,048 in 2002 to 124,647 in 2003.
Another report in http://www.agencyfaqs.com/www1/news/media_newslets/Media/1411.html says,
The total circulation of Businessworld in the Top 8 metros (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad and Pune) stands at 89,604 ahead of Business Today’s 77,798 and Business India’s 50,710. The eight metros contribute 74 per cent to the total sales of Businessworld, 62 per cent to that of Business Today and 67 per cent to Business India.
I think there is still substantial untapped potential particularly for the business magazines. They need to look at ways of improving their editorial and more importantly their marketing, especially their distribution strategies. There's a lot that can be done to improve editorial by simply copying the best editorial innovations and practices from leading business magazines across the world.