BestMediaInfo Bureau | Delhi | May 5, 2010
The average issue readership (AIR) data released for the first quarter of IRS 2010 shows major changes in the position of top 10 dailies in the country. Only 2 newspapers among top 10, Daily Thanthi and The Times of India have registered decline in their readership.
Average Issue Readership (AIR) of a publication is defined as the number of readers of that publication who have claimed to have last read it within periodicity – i.e. last read a daily yesterday, a weekly within the last week, a monthly within the last month, etc.
This measure is considered to be a more relevant measure of ‘real’ or ‘regular’ readership, especially for newspapers, most of which have been read / ‘consumed’ as matter of daily habit. Conventionally, media planners even calculate & compare cost-benefits of dailies based on the AIR figure. And hence it is perhaps most relevant to study readership trends as well in terms of AIR.
According to the latest Indian Readership Survey (IRS) data, Hindi daily ‘Dainik Jagran’ continues to be country’s No. 1 newspaper across all the languages. It has recorded 1.3% of growth in AIR as compared to IRS R2 2009. Its overall readership stands at 1.63 crore in current survey which was 1.61 crore in R2 2009.
At 2nd position, Hindi daily ‘Dainik Bhaskar’ has added 4.5 lakh readers which is 3.5% up from its AIR in last survey. Bhaskar has recorded 1.33 crore readers which was at 1.29 crore in R2 2009.
Hindi daily ‘Hindustan’ consolidated its position as the third largest national daily and grew its readership by 6%, the fastest for a Hindi daily. It added 578,000, driving its readership to 99.1 lakh AIR.
‘Malayala Manorama’ has strengthened its position at No. 4 by adding substantial number of readers in the first edition of IRS’ quarterly data. With an addition of 4 lakh readers between January to March this year, its AIR stands at 95.83 lakh in current survey.
‘Amar Ujala’ remains at No. 5 with 1, 92,000 more readers taking its AIR to 84.91 lakh which is 2.3% more than last survey. In IRS R2 2009, its AIR was 82.99 lakh.
Marathi Daily ‘Lokmat’ has jumped 2 positions above to replace Daily Thanthi from 6th spot. It has recorded 73.61 lakh readers in this survey which is 3.6% up from IRS R2 2009. Lokmat has added 2.57 lakh readers in the first 3 months of this year.
Tamil newspaper ‘Daily Thanthi’ must not be happy with its performance in this quarter of IRS as it has lost 1,64,000 readers and 6th spot. It stands at No. 7 with AIR of 73.53 lakh which is 2.2% less than 75.17 lakh readers in last survey.
Similarly, ‘The Times of India’ has also lost one position to get the 8th spot by losing 1,07,000 readers. With decline of 1.5 percent, its AIR now stands at 70.35 lakh.
Another Malyalam daily in all India top 10 list is ‘Matrubhumi’ which has registered a marginal growth of 20,000 readers and stands at No. 9 position with 66.98 lakh readers.
‘Rajasthan Patrika’ is at last position among all India top 10 dailies. It has registered 3.1% i.e. 2 lakh in its AIR in the current survey. Its national AIR stands at 66.85 lakh which was 64.86 lakh in last survey.
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