IRS Q2 2011: Top dailies in Chhattisgarh

Chhattisgarh is dominated by Dainik Bhaskar and Hari Bhoomi where both have registered marginal growth

BestMediaInfo Bureau | Delhi | October 3, 2011

One of the youngest states of India Chhattisgarh is dominated by Dainik Bhaskar and Hari Bhoomi where both have registered marginal growth in the second quarter of IRS 2011.

Dainik Bhaskar continues to be the largest read daily of the state with an AIR of 9.92 lakh readers in IRS Q2 2011. The paper has grown by 2.7% over the last quarter but it has lost 2.8% readers over the same quarter in 2010. The daily had an AIR of 9.66 lakh in IRS Q1 2011 and 10.21 lakh in IRS Q2 2010.

The second largest read daily of the state Hari Bhoomi has seen 3% of growth and is gradually inching closer to Dainik Bhaskar. Its current AIR stands at 9.2 lakh as compared to 8.93 lakh in the previous quarter. The daily has seen 8.1% of growth over the same quarter in last year. It had an AIR of 8.51 lakh in IRS Q2 2010.

At No.3 is Nava Bharat (Mah/Chh) which has lost 5.6% readers in the current survey. The daily has recorded an AIR of 7.48 lakh in IRS Q2 2011 as compared to 7.92 lakh in the previous quarter. It had an AIR of 7.76 lakh readers in IRS Q2 2010 thus recording 3.6% of loss over the past one year.

The 4^th largest read daily Nai Dunia has added a few readers in this quarter to take its AIR at 3.65 lakh as compared to 3.61 lakh in the previous quarter. It had 3.55 lakh of AIR in IRS Q2 2010.

At No.5 is Dainik Jagran which has grown by 30.8% readers over the last round of survey. Its current AIR stands at 51,000 as compared to 39,000 readers in IRS Q1 2011. It had an AIR of 38,000 in the second quarter of last year.

The Times of India remains at No.6 with an AIR of 28,000 as compared to 29,000 in the last quarter and 22,000 in Q2 2010.

Economic Times and The Hindu are at 7^th and 8^th spot with 9,000 and 4,000 readers in IRS Q2 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 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.

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