Rajasthan Patrika continues losing readers in its home state; Dainik Bhaskar, Dainik Navjyoti and Punjab Kesri maintain growth
BestMediaInfo Bureau | Delhi | January 3, 2012
Rajasthan’s No. 1 daily Rajasthan Patrika has registered a slight decline in its average issue readership (AIR) yet again. This is the fourth consecutive quarter when the daily has lost readers in its home state. Patrika’s current AIR stands at 67.96 lakh against 68.11 lakh in the previous quarter and 68.71 lakh in IRS Q1 2011.
The second largest read daily in the state, Dainik Bhaskar, continues growing in the state but it could not maintain its recent growth rate this quarter. By adding just 9,000 readers in IRS Q3 2011, its current AIR stands at 64.34 lakh compared with 64.25 lakh in IRS Q2 2011 and 63.12 lakh in IRS Q1 2011.
At No. 3, Dainik Navjyoti is also on rise and has added a few readers this quarter to continue its growth momentum. It has recorded an AIR of 5.7 lakh in IRS Q3 2011 against 5.54 lakh in the previous quarter and 4.95 lakh in IRS Q1 2011.
Hindi daily Punjab Kesri has strengthened its position at No. 4 achieved in the previous quarter. The daily has an AIR of 2.26 lakh in IRS Q3 2011 compared with 2.2 lakh in the last quarter and 1.92 lakh in IRS Q1 2011.
After losing its No. 4 position in the previous quarter, The Times of India has lost some more readers in the current survey in Rajasthan. TOI has an AIR of 2.01 lakh in IRS Q3 2011 against 2.08 lakh in IRS Q2 2011 and 2.26 lakh in IRS Q1 2011.
Daily News has made a comeback to the No. 6 position in the third quarter of IRS 2011; however, the daily has lost 1,000 readers. Its current AIR stands at 1.43 lakh compared with 1.44 lakh in IRS Q2 2011 and 1.71 lakh in IRS Q1 2011.
News Today has an AIR of 1.38 lakh in the current survey against 1.5 lakh in the previous quarter and 1.4 lakh in IRS Q1 2011.
At No. 8 is Rashtradoot with an AIR of 1.06 lakh in IRS Q3 2011 compared with 1.04 lakh in the previous quarter and 1.12 lakh in IRS Q1 2011.
The country’s No. 2 English daily Hindustan Times holds the 9th spot in Rajasthan with an AIR of 62,000 in IRS Q3 2011 against 64,000 in IRS Q2 2011 and 51,000 in IRS Q1 2011.
English daily DNA is at No. 10 with an AIR of 28,000 in IRS Q3 2011 against 32,000 in the previous quarter and 37,000 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.