IRS Q2 2010: Complete Analysis On Hindi Dailies

Average Issue Readership (AIR) data shows Nai Dunia growing 11% up; Dainik Jagran loses maximum readers.

Rajat Arora | Delhi | August 23, 2010

The second edition of IRS quarterly data indicates a lot of ups and downs for vernacular publications. Some Hindi dailies have been able to manage their number of readers more or less while some has lost heavily and some has jumped very high.

Country's No. 1 Hindi daily 'Dainik Jagran' has recorded loss of 4 lakh readers in the second quarter of 2010. It's average issue readership stands at 1.59 crore in current survey which was 1.63 crore in Q1 2010. Dainik Jagran had gained 2 lakh readers in last quarter as compared to its previous survey.

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. Dainik Bhasker Group's flagship publication had added 4.5 lakh reader in first quarter as compared to its previous survey.

Hindi daily 'Hindustan' has recorded more than 2% growth in its AIR in 2nd quarter of 2010 and added 2 lakh readers as compared to IRS Q1 2010. Further strengthening its position at No.3, Its AIR now stands at 1.01 crore which was 99 lakh in the previous quarter. The Hindi daily from Hindustan Media Ventures had added 5.78 lakh readers in last quarter registering a growth of 6% as compared to IRS R2 2009.

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 No.4 Hindi daily had added 1.92 lakh readers in the first quarter of IRS 2010 as compared to its previous survey in R2 2009.

At No.5 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. Rajasthan Patrika had recorded growth in IRS Q1 2010 also by adding 2 lakh readers as compared to its previous survey.

Holding the No. 6 position firmly, 'Punjab Kesri' has recorded marginal growth in its AIR. By adding just 35,000 readers, its AIR now stands at 35.61 lakh as compared to 35.26 lakh in IRS Q1 2010. Punjab Kesri had added 1 lakh readers in the first quarter as compared to the previous survey.

'Navbharat Times' has maintained the status quo being at No.7. By adding just 3,000 readers, its AIR stands at 24.75 lakh. The Times of India Group's flagship Hindi daily had registered 4.5% growth in IRS Q1 2010 as compared to its last survey.

'Nai Dunia' has jumped to 8th spot by adding 1.38 lakh readers in the current survey. This position was held by Hari Bhoomi earlier which is now not among top 10 Hindi dailies as per AIR data. Nai Dunia has registered AIR of 14.08 lakh in current quarter as compared to 12.7 lakh in previous quarter. In Q1 2010 also, Nai Dunia had registered 7% growth.

'Nava Bharat (Mah/Chh)' is at No.9 position with current AIR of 14.04 lakh as compared to 14.37 lakh in the previous quarter.

Jharkhand's leading Hindi daily 'Prabhat Khabar' has registered 6% growth in this quarter to take its AIR at 13.46 lakh as compared to 12.70 in IRS Q1 2010.

Rajat.Arora@BestMediaInfo.com

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