In fourth quarter of IRS 2010 major publications have seen growth in their readership.
Rajat Arora | Delhi | March 16, 2011
With highest literacy rate in the country, Kerala has always been a fertile ground for the publications and unlike other states, almost all major publications have put a satisfactory performance in the fourth quarter of IRS 2010.
Kerala’s No.1 daily ‘Malayala Manorama’ has maintained its leadership. Its current AIR stands at 98.01 lakh as compared to 98.13 lakh in the previous quarter. The daily had added 85,000 readers in Q3 and 2.53 lakh readers in Q2. The average issue readership of the daily has gone up by 3.4% over the year in 2010.
‘Mathrubhumi’ holds the 2nd spot firmly despite of a marginal decline in IRS Q4 2010. It has recorded and AIR of 66.11 lakh as compared to 66.46 lakh in the previous quarter. The paper had added 1.13 lakh readers in Q3 but it had lost 1.37 lakh readers Q2. Overall, Mathrubhumi has seen a marginal decline of 0.9% in its average issue readership over the year.
The 3rd major player in Kerala, ‘Deshabhimani’ has been consistently growing over the last 3 quarters. By adding 76,000 readers, the daily has an AIR of 23.68 lakh in IRS Q4 2010 as compared to 22.92 lakh in the previous quarter. Deshabhimani had added 16,000 readers in Q3 and 1.02 lakh readers in Q2 to register an overall growth of 8.9% over the year.
‘Madhyamam’ has further strengthened its position at No.4 acquired in previous quarter from Kerala Kaumudi. ‘Madhyamam’ has grown by 19.7% over the fourth quarter of IRS 2010. Its current AIR stands at 9.04 lakh as compared to 7.55 lakh in IRS Q3 2010. The paper had added 58,0000 readers in Q3 but lost 67,000 readers in Q2. However, it has registered a substantial growth of 18.3% during 2010.
‘Kerala Kaumudi’ has lost a large number of readers again in this quarter. The paper has lost 1.05 lakh readers and its AIR now stands at 6.29 lakh as compared to 7.34 lakh in IRS Q3 2010. It had lost 1.03 lakh readers in Q3 and 35,000 readers in Q2. The overall decline for the newspaper has been 28% during 2010.
At No.6, ‘Mangalam’ has also seen decline and registered an AIR of 5.46 lakh in IRS Q4 2010 against 5.71 lakh in previous quarter.
‘The Hindu’ remains at 7th spot in the state although the daily has seen a marginal decline in this quarter. Its current AIR stands at 3.33 lakh in IRS Q4 2010 as compared to 3.40 lakh in the previous quarter.
‘Deepika’ has gained some readers in this quarter and stayed at No.8 position. It had replaced ‘The New Indian Express’ in third quarter. The average issue readership of Deepika stands at 2.21 lakh in IRS Q4 2010 as compared to 2.14 lakh in the previous quarter. It has grown by 25% over the year.
At No.9, ‘The New Indian Express’ has recovered its losses up to some extent in the fourth quarter. Its current AIR stands at 2.2 lakh as compared to 2.01 lakh in the previous quarter.
‘Kerala Kumudi Flash’ is the last in the top 10 list of dailies in Kerala with 2.01 lakh readers in IRS Q4 2010.
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 its 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.
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