Despite losing readers continuously in the region, Dainik Bhaskar continues to be No. 1 daily
Best Media Info | Delhi | October 7, 2010
The capital of Punjab and Haryana, the Union Territory Chandigarh, is dominated by Dainik Bhaskar with 1.63 lakh of AIR in IRS Q2 2011. The paper had an AIR of 1.7 lakh in the first quarter of IRS 2011 and 1.8 lakh in IRS Q2 2010. Thus, the flagship Hindi daily of Dainik Bhaskar group has seen a decline of 9.4 per cent in the past one year.
Dainik Bhaskar is followed by The Tribune in second spot in Chandigarh which is steadily growing its readership. The English daily has an AIR of 1.01 lakh in IRS Q2 2011 compared with 95,000 in the previous quarter and 94,000 in IRS Q2 2010. The paper has grown by 7.4 per cent over the past one year.
Hindustan Times and Amar Ujala are both in No. 3 position in the Union Territory with an AIR of 93,000 each. HT has registered 5.7 per cent increase in its readership while Amar Ujala has added 13.4 per cent readers this quarter to inch to the No. 3 spot. Overall, HT and Amar Ujala have grown by 19.2 per cent and 9.4 per cent over the past one year, respectively.
The fifth most read daily in Chandigarh region is The Times of India with an AIR of 26,000 in IRS Q2 2011. The English daily had an AIR of 21,000 in IRS Q1 2011 and 22,000 in IRS Q2 2010.
Punjab Kesri holds the sixth spot with 23,000 readers. It had 24,000 readers in IRS Q1 2011 and IRS Q2 2010.
Dainik Jagran has maintained its readership over the last quarter and recorded an AIR of 20,000. The Hindi daily had an AIR of 28,000 in Q2 of IRS 2010.
The Indian Express, Punjabi Tribune and Ajit have 18,000, 11,000 and 6,000 readers in the region, respectively.
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 a matter of daily habit. Conventionally, media planners calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps most relevant to study readership trends in terms of AIR.
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