9 out of the top 10 dailies grow in IRS Q2 2011 but all of them have registered decline over the past one year
BestMediaInfo Bureau | Delhi | October 10, 2011
Eenadu remains the most read daily of Hyderabad with an AIR of 8.96 lakh in IRS Q2 2011 compared with 8.38 lakh in the previous quarter and 9.26 lakh in IRS Q2 2010. The daily has grown by 6.9 per cent over the last survey but lost 3.2 per cent readers in the last one year.
At No. 2, Sakshi has added a few readers in the quarter but registered an overall loss of 2.3 per cent over the past one year. Its current AIR stands at 6.35 lakh against 6.25 lakh in the previous quarter and 6.50 lakh in IRS Q2 2010.
The largest read English daily of Hyderabad, Deccan Chronicle, holds the 3rd spot with an AIR of 4.91 lakh in IRS Q2 2011 against 4.73 lakh in the previous quarter and 5.3 lakh in IRS Q2 2010. It has lost 7.4 per cent readers over the second quarter of IRS 2010.
Hyderabad’s No. 4 newspaper is Andhra Jyoti, with 1.28 lakh readers in IRS Q2 2011 against 1.13 lakh in the previous quarter and 1.43 lakh in IRS Q2 2010. It has lost 10.5 per cent readers in the last one year.
The country’s largest English daily, The Times of India, holds 5th position in Hyderabad with an AIR of 1.25 lakh compared with 1.09 lakh in the previous quarter and 1.37 lakh in IRS Q2 2010. TOI has seen a decline of 8.8 per cent over the past one year.
The Hindu has recorded an AIR of 90,000 in IRS Q2 2011 compared with 87,000 in the previous quarter and 1.06 lakh in IRS Q2 2010.
Siasat has added 1,000 readers in the current survey to take its AIR at 50,000 against 60,000 in IRS Q2 2010.
Vartha’s current AIR stands at 49,000 against 46,000 in the previous quarter and 1.1 lakh in IRS Q2 2010.
At No. 9 is The Munsif which is the only newspaper to record a decline in readership in IRS Q2 2011 over the previous quarter. The daily has recorded an AIR of 42,000 against 47,000 in IRS Q1 2011 and IRS Q2 2010.
The country’s largest financial daily, The Economic Times, is the last in the top 10 list of newspapers of Hyderabad with 20,000 readers.
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.