Rajat Arora | Delhi | August 25, 2010
The Times of India Groupâ€™s â€˜Navbharat Timesâ€™ remains at the first spot with AIR of 17, 24,000. The paper has seen growth of 2% in its AIR. In QI 0f IRS 2010 the paper had AIR of 16, 90,000.
The gain of Navbharat Times has become loss of â€˜Hindustanâ€™. Hindustan has seen decline of 2% in its AIR in Delhi. The paper remains at second spot with AIR of 11, 60,000. The paper had AIR of 11, 89,000 in Q1 of IRS 2010.
â€˜Punjabi Kesriâ€™ has also registered marginal dip of 1% in its AIR. The paper has lost 5000 readers and now its AIR stands at 7, 45,000. But the paper stands firm at No. 3 position.
â€˜Dainik Jagranâ€™ has grabbed the fourth position with 6, 62,000 readers. The paper has experienced growth of 2% in its AIR. The paper had AIR of 6, 51,000 in Q1 of IRS 2010.
At No. 5 is â€˜Amar Ujalaâ€™ with AIR of 95,000 readers. The paper has lost 3000 readers in this quarter.
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 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.