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IRS Q3 2011: Top 10 Dailies in Uttar Pradesh

Hindustan and The Times of India are the only two newspapers with growth in this quarter in the largest Hindi speaking state

BestMediaInfo Bureau | Delhi | December 26, 2011

Unlike the last round of survey when 9 out of top 10 dailies had registered growth in Uttar Pradesh, IRS Q3 has seen 8 newspapers losing readership. Hindustan and The Times of India are the only two newspapers who have added new readers in this quarter.

The No.1 daily of Uttar Pradesh ‘Dainik Jagran’ remains a distant leader in the state; however, the daily has registered a slight decline in the current survey. The daily has recorded an AIR of 89.81 lakh in IRS Q2 2011 as compared to 90.07 lakh in the previous quarter and 88.15 lakh in IRS Q1 2011.

The second largest newspaper in the state ‘Amar Ujala’ has also seen a loss of a few readers in IRS Q3 2011. Its current AIR stands at 70.21 lakh against 70.55 lakh in the last round of survey and 69.46 lakh in IRS Q1 2011.

At No.3 is Hindi daily ‘Hindustan’ which has maintained its growth rate in UP. The daily has recorded an AIR of 38.84 lakh in IRS Q3 2011 compared with 38.06 lakh in the previous round of survey and 36.76 lakh in IRS Q1 2011.

‘Amar Ujala Compact’ has registered a marginal loss in the third quarter of IRS 2011; however, the daily remains firm at No.4 position. The compact daily from Amar Ujala has recorded an AIR of 9.59 lakh in IRS Q3 2011 against 10.05 lakh in the previous quarter and 9.01 lakh in IRS Q1 2011.

‘Aj’ has lost a big chunk of its readers in the current survey. By losing more than 10 per cent readers, the daily has recorded an AIR of 6.9 lakh in IRS Q3 2011 against 7.68 lakh in the previous quarter and 7.46 lakh in IRS Q1 2011.

At No.6, Rashtriya Sahara has also lost around 5% readers in this quarter. The newspaper has an AIR of 6.62 lakh in IRS Q3 2011 compared with 6.92 lakh in IRS Q2 2011 and 6.35 lakh in IRS Q1 2011.

‘The Times of India’ has added a few readers in this quarter to take its AIR at 5.58 lakh in IRS Q3 2011 against 5.52 lakh in the previous quarter and 5.42 lakh in IRS Q1 2011.

Dainik Jagran Group’s English daily ‘I-Next’ has lost about 10 per cent readers in the current survey. Its current AIR stands at 4.57 lakh compared with 5.06 lakh in the previous quarter and 4.75 lakh in IRS Q1 2011.

India’s No.2 English daily ‘Hindustan Times’ has climbed up one position in Uttar Pradesh; however, it has lost a few readers in this quarter of IRS 2011. HT has an AIR of 2.8 lakh in IRS Q3 2011 against 2.98 lakh in IRS Q2 2011 and 2.86 lakh in IRS Q1 2011.

Published from Agra and Jhansi, the afternoon tabloid “Daily Life Assistance (DLA)” has come down to No.10 position in the state. Its current AIR stands at 2.62 lakh against 3.17 lakh in IRS Q2 2011 and 3.47 lakh in IRS Q1 2011.

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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 even calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in terms of AIR.

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