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IRS Q2 2012: Top 10 Hindi dailies

Prabhat Khabar replaces Navbharat Times to become seventh largest Hindi daily as Dainik Jagran maintains its lead

BestMediaInfo Bureau | Delhi | October 1, 2012

Top Hindi dailies have followed the trend of English dailies in the second quarter of IRS 2012 with only four out of the top 10 newspapers registering growth in their Average Issue Readership. Here also, there is only one change at No. 7 where Prabhat Khabar has taken a comfortable lead over Navbharat Times. The dailies that have added readers in the current survey are Dainik Jagran, Hindustan, Prabhat Khabar and Patrika.

India’s No. 1 Hindi daily, Dainik Jagran, continues to be India’s largest read newspaper across all languages. The daily has added 17,000 readers to record an AIR of 1,64,29,000 in IRS Q2 2012 compared with 1,64,12,000 in the previous quarter. Dainik Jagran had 1,64,10,000 readers in IRS Q4 2011, 1,64,58,000 readers in IRS Q3 2011 and 1,63,93,000 in IRS Q2 2011. The daily had added 2,000 readers in IRS Q1 2012 but lost 48,000 readers in IRS Q4 2011. It had added 65,000 readers in IRS Q3 2011 and 4.83 lakh readers in Q2 of IRS 2011.

After losing 49,000 readers in Q1 2012 and 2.74 lakh readers in IRS Q4 2011, Dainik Bhaskar has lost 1.05 lakh readers in the current round of the survey. Its current AIR stands at 1,44,48,000 against 1,45,53,000 in the previous quarter and 1,46,02,000 in IRS Q4 2011. The daily had added 7.02 lakh readers in Q3 2011 and 1.58 lakh readers in Q2 2011. Bhaskar had added 25,000 readers to its AIR in IRS Q1 2011.

At No. 3, Hindustan is consistently growing although its growth rate has slowed down in the current survey. The daily has added 48,000 readers in IRS Q2 2012 to record an AIR of 1,22,05,000 compared with 1,21,57,000 in the previous quarter and 1,20,45,000 in IRS Q4 2011. It had added 112,000 in IRS Q1 2012, 12,000 readers in IRS Q4 2011, 48,000 readers in IRS Q3 2011, 1.75 lakh readers in IRS Q2 2011 and 3.58 lakh readers in IRS Q1 2011.

The fourth largest Hindi daily, Amar Ujala, has lost a few readers for the second quarter in a row. The daily has recorded an AIR of 86.08 lakh in IRS Q2 2012 compared with 86.93 in the previous quarter and 88.42 lakh in IRS Q4 2011. It had added 6,000 readers in IRS Q4 2011 but lost 55,000 readers in IRS Q3 2011. It had added 1.44 lakh readers in IRS Q2 2011 and 1.07 lakh readers in IRS Q1 2011.

At No. 5, Rajasthan Patrika’s declining trend continues on quarter-on-quarter basis. By losing 63,000 readers in the current survey, it has recorded an AIR of 67.56 lakh against 68.07 lakh in IRS Q1 2012 and 68.47 lakh in IRS Q4 2011. The daily had lost 40,000 readers in IRS Q1 2012, 71,000 readers in IRS Q4 2011, 23,000 readers in IRS Q3 2011 and 92,000 readers in IRS Q2 2011.

The No. 6 Hindi daily, Punjab Kesri, has lost 39,000 readers in this round of IRS 2012 after adding 56,000 readers in the previous quarter. Its current AIR stands at 33.47 lakh compared with 33.86 lakh in the previous quarter and 33.30 lakh in IRS Q4 2011. Punjab Kesri had added 4,000 readers in IRS Q4 2011 but lost 88,000 readers in IRS Q3 2011, 65,000 in IRS Q2 2011 and 80,000 readers in IRS Q1 2011.

Continuous growth has helped Prabhat Khabar become India’s seventh largest Hindi newspaper. Riding on the rapid growth on quarterly basis, the daily has dislodged Navbharat Times from the No. 7 position. The daily has added 1.84 lakh readers in the current round to take its AIR at 26.21 lakh against 24.37 lakh in the previous quarter and 21.87 lakh in IRS Q4 2012. Prabhat Khabar had added 2.50 lakh readers in IRS Q1 2012, 1.24 lakh readers in IRS Q4 2011, 1.7 lakh readers in IRS Q3 2011, 81,000 readers in Q2 2011 and 1,33,000 readers in Q1 2011.

Now at No. 8, Navbharat Times has seen a marginal decline in its readership in this quarter of IRS 2012. The daily has recorded an AIR of 25.84 lakh in IRS Q2 2012 compared with 25.88 lakh in the previous quarter and 25.73 lakh in IRS Q4 2012. NBT had added 15,000 readers in the first quarter of IRS 2012 but lost 8,000 readers in IRS Q4 2011 and 69,000 readers in IRS Q3 2011. The daily had added 61,000 readers in its AIR in IRS Q2 2011 and 10,000 readers in IRS Q1 2011.

Another fast growing Hindi daily, Patrika, has added 1.26 lakh readers in IRS Q2 2012 and recorded an AIR of 20.72 lakh against 19.46 lakh in the previous quarter and 17.87 lakh in IRS Q4 2011. The daily had recorded a growth of 25 per cent in IRS Q4 2011. Patrika had 14.3 lakh readers in IRS Q3 2011 and 12.51 lakh readers in IRS Q2 2011.

At No. 10, Nai Dunia has not been able to hold the growth in the second quarter of IRS 2012. The daily has lost 1.19 lakh readers to record an AIR of 15.69 lakh in IRS Q2 2012 against 16.88 lakh in the previous quarter and 16.49 lakh in IRS Q4 2011. It had an AIR of 16.30 in IRS Q3 and 17.14 lakh in IRS Q2 2011. Nai Dunia had added 39,000 readers in IRS Q1 2012.

Top 10 Hindi Dailies
Publication IRS Q2 2012 IRS Q1 2012
Dainik Jagran 16429 16412
Dainik Bhaskar 14448 14553
Hindustan 12205 12157
Amar Ujala 8608 8693
Rajasthan Patrika 6756 6807
Punjab Kesri 3347 3386
Prabhat Khabar 2621 2437
Navbharat Times 2584 2588
Patrika 2072 1946
Nai Dunia 1569 1688

(AIR numbers; All figures in ’000)

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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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