Rajat Arora | Delhi | August 25, 2010
Despite a slight dip in the average issue readership (AIR) data, The Hindustan Times continues to be the largest read English daily of Delhi. The results released for the second quarter of IRS 2010 show that HT has lost 51,000 readers. With decline of 2.53 %, its AIR now stands at 19.61 lakh. In first quarter of IRS 2010 newspaper had AIR of 20.12 lakh.
HT is closely followed by The Times of India. TOI has also recorded a marginal dip of in terms of AIR. The number one English daily of India has lost 63,000 readers in Delhi. The AIR of TOI now stands at 18.85 lakh. In first quarter of IRS 2010 newspaper had AIR of 19.48 lakh. The paper has experienced decline of 3% in its AIR.
Mail Today has taken over the third position, which was earlier held by Economic Times. Mail Today has AIR of 2, 03,000. The paper has experienced growth of 8.53%. In first quarter of IRS 2010 Mail Today had AIR of 1, 87,000.
Economic Times has been pushed to the fourth position by Mail today. ET has seen marginal dip of 2%. The paper has lost 4000 readers and its AIR now stands at 1, 86,000. In first quarter of IRS 2010 ET had AIR of 1, 90,000.
Mint has also seen marginal dip of 1%. The AIR of Mint which was 1, 08,000 in first quarter now stands at 1, 07,000.
However, ‘The Hindu’ has strengthened its No. 6 position with AIR of 1, 02,000 lakh which is up by 13% from IRS R1 2010. The paper had AIR of 90,000 in first quarter of IRS 2010.
Business Standard is at 8th spot with AIR of 29,000. The paper had AIR of 21,000 in first quarter of IRS 2010.
9th position has been acquired by The Hindu Business Line with the AIR of 18,000. The paper has gained 4,000 readers in second quarter of IRS 2010.
Financial Express stands at 10th position with AIR of 13,000. The paper has lost 5000 readers in second quarter of IRS 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.