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IRS Q2 2010: Top 10 Dailies In Gujarat

Gujarat’s top dailies show improvement in their performance in 2nd quarter of IRS 2010. Divya Bhaskar gains.

Rajat Arora | Delhi | August 25, 2010

Second edition of Indian Readership Survey in 2010 shows commendable growth for most of the top 10 Gujarati dailies. According to the AIR data released for IRS Q2 2010, only two newspapers in the state has registered decline.

Gujarat’s No. 1 daily ‘Gujarat Samachar’ has maintained its top spot but lost 56,000 readers in the second quarter of IRS 2010. With a marginal decline of 1.2%, its current AIR stands at 45.06 lakh as compared to 45.62 lakh in IRS Q1 2010.

Dainik Bhaskar Group’s Gujarati Daily ‘Divya Bhaskar’ has strengthened its position at No.2 with 4.2% growth by adding 1.37 lakh readers in the current survey. It has recorded an AIR of 33.66 lakh as compared to 32.29 lakh in last survy findings.

The 3rd major player in Gujarat, ‘Sandesh’ has seen a marginal growth by adding just 5,000 readers in the second quarter of IRS 2010. Its AIR now stands at 31.27 lakh.

Like Maharashtra, India’s No.1 English daily ‘The Times of India’ has strengthened its position at No.4 in Gujarat also. It has registered 5.9% growth in the 2nd quarter results of IRS. The English daily has recorded an AIR of 2.32 lakh as compared to 2.19 lakh in the last survey findings.

The fifth largest read daily in the state ‘Gujarat Mitra & Darpan’ has also seen marginal growth of 1.6% to take its AIR to 1.86 lakh in IRS Q2 2010 as compared to 1.83 lakh in the last quarter.

At No.6 is Gujarati daily ‘Kutch Mitra’ which has seen a dip of 12.2% in its average issue readership. It has recorded an AIR of 1.01 lakh as compared to 1.15 lakh in the previous quarter.

‘Desh Pardeshni Aajkal’ is at 7th spot with current AIR of 61,000.

No.8 position is held by ‘Rajasthan Patrika’ in the state which has seen 19.2% growth in 2nd quarter to take its AIR to 31,000.

DNA has grown in Gujarat by 20% in the second quarter to take its AIR to 30,000 in IRS Q2 2010.

‘Ahmedabad Mirror’ holds the 10th spot in the state with 28,000 readers.

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 – 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 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.

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Comments (1)
  • kumar- 11 years ago

    what you have mentioned regarding gujrat dailies are readership figures and not AIR.pls correct as its grossly misleading .the AIR'S are much higher than readership .also present correct AIR'S of the top three dailies after correction as the picture quite dramatically changes .