Dainik Bhaskar, Patrika and Dainik Jagran continue their growth in the state; Hari Bhoomi and Nav Bharat (MP) register de-growth
BestMediaInfo Bureau | Delhi | January 2, 2012
Dainik Bhaskar remains the largest read newspaper in its home state Madhya Pradesh, registering consistent growth quarter-on-quarter basis. In IRS Q3 2011, the daily has registered 2 per cent growth to take its AIR at 38.81 lakh against 38.06 lakh in the previous quarter and 37.30 lakh in IRS Q1 2011.
Nai Dunia and Nav Dunia are together the No. 2 newspapers in MP. There has been no major change in their readership in this round. The daily has recorded 15.74 lakh readers in IRS Q3 2011 compared with 15.75 lakh in IRS Q2 2011 and 16.15 lakh IRS Q1 2011.
At No. 3, Patrika has registered maximum growth rate in the state again. By adding 14.3 per cent readers in the current survey, the daily has recorded an AIR of 14.3 lakh against 12.51 lakh in the previous quarter and 11.13 lakh in IRS Q1 2011.
After losing readership in a few rounds, Raj Express has registered some growth in this quarter. The paper has grown by 3.3 per cent in IRS Q3 2011 and recorded an AIR of 5.08 lakh compared with 4.92 lakh in the previous quarter and 5.2 lakh in IRS Q1 2011.
Another newspaper with a consistent growth in Madhya Pradesh is Dainik Jagran, which has 8.3 per cent readers in this quarter. Jagran had gone up by 15.1 per cent in the second quarter of IRS 2011. The daily has recorded an AIR of 4.29 lakh in the current survey against 3.96 lakh readers in the previous survey and 3.44 lakh in IRS Q1 2011.
Dainik Agniban has strengthened its position at No. 6 spot by adding a few readers this quarter. The daily has recorded 3.32 lakh of AIR against 3.23 lakh in IRS Q2 2011 and 2.9 lakh in IRS Q1 2011.
The de-growth of Hari Bhoomi in MP continues as the daily has lost 15.8 per cent readers again. It had lost its No. 6 position to Dainik Agniban in the previous quarter by losing 12.5 per cent readers. Its current AIR stands at 2.18 lakh against 2.59 lakh in IRS Q2 2011 and 2.96 lakh in IRS Q1 2011.
Nav Bharat has also been losing ground in Madhya Pradesh for the past few quarters. At No. 8, the newspaper has recorded an AIR of 1.44 lakh in IRS Q3 2011 compared with 1.52 lakh in IRS Q2 2011 and 1.77 lakh in IRS Q1 2011.
People Samachar is the new entrant in the top 10 list in the third quarter of IRS 2011. As the 9th daily of MP, its current AIR stands at 1.3 lakh.
The Times of India is at No. 10 position with 75,000 readers in IRS Q3 2011 against 72,000 readers in the previous survey and 71,000 in IRS Q1 2011.
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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