Average Issue Readership (AIR) data shows huge loss to Dainik Jagran and Matruhumi; Hindustan, Malayala Manorama and Rajasthan Patrika gain.
Rajat Arora | Delhi | August 23, 2010
Indian Readership Survey (IRS) has released its second quarter results for 2010. The average issue readership (AIR) of top dailies across country is more or less similar to the first quarter results.
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 â€“ 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 / â€˜consumedâ€™ as matter of daily habit. Conventionally, media planners even calculate & compare cost-benefits of dailies based on the AIR figure. And hence it is perhaps most relevant to study readership trends as well in terms of AIR.
The second edition of IRS quarterly data on the Indian print media industry shows that countryâ€™s No. 1 Hindi daily â€˜Dainik Jagranâ€™ has recorded loss of 4 lakh readers in the second quarter of 2010. Itâ€™s average issue readership stands at 1.59 crore in current survey which was 1.63 crore in Q1 2010.
At second spot, Dainik Bhaskar has maintained the status quo and its AIR in the second quarter is same as compared to IRS Q1 2010. It has registered the AIR of 1.33 crore.
Hindi daily Hindustan has recorded a growth in its AIR in 2nd quarter of 2010 and added 2 lakh readers as compared to IRS Q1 2010. Its AIR now stands at 1.01 crore which was 99 lakh in the previous quarter.
Malayalam daily Malayala Manorama has also registered growth of 2.6 lakh readers in its AIR. Its current AIR stands at 98.41 lakh as compared to 95.83 lakh in the last quarter.
Despite performing well in Western Uttart Pradesh, Amar Ujala has seen a marginal decline in its AIR in the current quarter. Its current AIR stands at 84.17 lakh as compared to 84.91 lakh in IRS Q1 2010.
The Marathi daily Lokmat has added some readers in this quarter and its current AIR stands at 74.02 lakh as compared to 73.61 lakh in first quarter.
At No. 7 is Tamil daily â€˜Daily Thanthiâ€™ which has also recorded marginal growth in the 2nd quarter. It has registered an AIR of 74.02 lakh in IRS Q2 2010 as compared to 73.53 lakh in previous quarter.
Indiaâ€™s No.1 English daily â€˜The Times of Indiaâ€™ remains at 8th spot with marginal growth in its AIR in the second quarter. By adding just 53,000 readers, its current AIR stands at 70.88 lakh as compared to 70.35 lakh in the last quarter.
At No.9 position, Hindi daily Rajasthan Patrika has registered remarkable growth and added 2.15 lakh readers in the second quarter of 2010. Its current AIR stands at 69 lakh as compared to 66.85 lakh in IRS Q1 2010.
Malayalam daily Matrubhumi has lost 1.32 lakh readers in second quarter of this year. It has recorded AIR of 65.66 lakh as compared to 66.98 lakh in last quarter. Matrubhumi is at No.10 position among all India top dailies.