This round of survey again proves to be a nightmare for 7 out of top 10 publications
BestMediaInfo Bureau | Delhi | October 3, 2011
The Hindi belt and neighborhood state of national capital has again proved to be a nightmare for 7 out of top 10 publications. Dainik Jagran, Hari Bhoomi and Dinik Tribune are the only newspapers in the state which have registered growth in the second quarter of IRS 2011.
The state is ruled by Hindi daily Dainik Bhaskar which has been losing readership from past few quarters. The daily has again registered a decline of 1.6% and recorded an AIR of 13.12 lakh in IRS Q2 2011 as compared to 13.33 lakh in the previous quarter. It had an AIR of 14.04 lakh in IRS Q2 2010 thus losing 6.6% readers in last one year.
The second largest read daily of Haryana Punjab Kesri has seen a marginal decline and registered an AIR of 9.84 lakh in IRS Q2 2011 as compared to 9.89 lakh in the previous quarter and 9.58 lakh in IRS Q2 2010. The daily has recorded a growth of 2.7% over the past one year.
The third major player in the state is Dainik Jagran which has reduced the gap with Punjab Kesri in the second quarter of IRS 2011. Now eyeing the second spot in the state, Jagran has grown by 2.4% to take its AIR at 9.5 lakh in IRS Q2 2011 as compared to 9.28 lakh in IRS Q1 2011 and 9.22 lakh in IRS Q2 2010.
Holding No.4 position firmly, Hari Bhoomi has almost recovered its losses in the first quarter of IRS 2011 and added 13.8% more readers in the current survey. The daily has recorded an AIR of 2.55 lakh in IRS Q2 2011 as compared to 2.24 lakh in the previous quarter and 2.51 lakh in IRS Q2 2010.
Hindustan Times has been holding the fifth position in the state despite losing 3.8% readers in IRS Q2 2011. The English daily has recorded an AIR of 2.04 lakh as compared to 2.12 lakh in IRS Q1 2011 and 1.7 lakh in IRS Q2 2010. Thus the daily has grown by 20% in the state over the past one year.
Even after losing some readers in this quarter, Nationâ€™s No.1 English daily The Times of India has become the 6th largest read daily of the state. TOI has recorded an AIR of 1.8 lakh in IRS Q2 2011 as compared to 1.91 lakh in previous quarter and 1.86 lakh in Q2 2010.
Pushed by one position down again, at No.7, Amar Ujala has recorded an AIR of 1.68 lakh in IRS Q2 2011 as compared to 1.93 lakh in previous quarter and 2.32 lakh in Q2 2010.
The Tribune has lost 10.6% of its readers during the second quarter of IRS 2011 and recorded an AIR of 1.18 lakh as compared to 1.32 lakh in previous quarter and 1.03 lakh in IRS Q2 2010. Thus the paper has grown by 14.6% over the last one year.
â€˜Aaj Samajâ€™ which made an entry to the top 10 dailies in the previous round of survey, has lost a few readers in the state. Its current AIR stands at 1.03 lakh as compared to 1.09 lakh in IRS Q1 2011 and 40,000 in IRS Q2 2010.
After losing a few readers in the previous quarter, Dianik Tribune has added a few readers in IRS Q2 2011. It has an AIR of 93,000 in IRS Q2 2011 as compared to 91,000 in IRS Q1 2011 and 1 lakh in IRS Q2 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 â€˜realâ€™ or â€˜regularâ€™ 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.