Most of the business dailies register growth in 2nd quarter of IRS 2011; Mint grows by 46.4% in last one year
BestMediaInfo Bureau | Delhi | October 13, 2011
Business dailies in India have been growing steadily on quarter on quarter basis. Where all the top 4 English language business newspapers have grown in this quarter, the top 3 dailies have grown over the past year also.
India’s largest read daily The Economic Times has added a few readers in its average issue readership in Q2 of IRS 2011. Its current AIR stands at 7.85 lakh as compared to 7.69 lakh in the previous quarter and 7.53 lakh in IRS Q2 2010. The daily has seen an overall growth of 4.2% in last one year.
Mint, the business daily from HT Media stable, continues to be the 2nd largest read daily of the country. The paper is steadily growing on quarter on quarter basis to register an overall growth of 44.6% over the past one year. Mint has 2.4 lakh readership in IRS Q2 2011 as compared to 2.22 lakh in the previous quarter and 1.66 lakh in IRS Q2 2010.
At No.3 is Business Standard which has also added a few readers in this quarter to take its yearly growth to 7.7%. Its current AIR stands at 1.53 lakh as compared to 1.51 lakh in the previous quarter and 1.42 lakh in IRS Q2 2010.
Although the No.4 business daily Hindu Business Line has recovered some losses in this quarter, it has not been able to growth over last year’s readership. By adding 16.5% readers in IRS Q2 2011, it has recorded an AIR of 1.06 lakh as compared to 91,000 in the previous quarter. It had 1.15 lakh readers in IRS Q2 2010.
At No.5 is Daily Excelsior with 99,000 readers in the current round of survey. The daily has lost a few readers over the last quarter. It has an AIR of 1.04 lakh in previous quarter and 97,000 in IRS Q2 2010.
Business Standard Hindi comes at No.6 with 63,000 readers. The daily had 64,000 readers in the previous quarter and 53,000 readers in IRS Q2 2010.
Last in the league is Hindi business daily from Dainik Bhaskar Group Business Bhaskar with 44,000 readers. It has added 3,000 readers in this quarter.
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.