Rajat Arora | Delhi | August 25, 2010
With highest literacy rate Kerala has always been a heaven for publications but second quarter results of IRS 2010 suggest that only 3 dailies out of top 10 dailies in the state have grown marginally.
Keralaâ€™s No.1 daily â€˜Malayala Manoramaâ€™ has maintained its leadership with a growth of 2.7% by adding 2.53 lakh readers in Q2 2010. Its current AIR has reached up to 97.28 lakh as compared to 94.75 lakh in the previous quarter.
â€˜Mathrubhumiâ€™ holds the 2nd spot despite losing 2.1% readers in the current survey. According to the AIR data released for second quarter of IRS 2010, it has recorded readership of 65.33 lakh as compared to 66.70 lakh in the last survey.
The 3rd major player in Kerala, â€˜Deshabhimaniâ€™ has grown by 4.7% in the second quarter of IRS 2010. Its current AIR stands at 22.76 lakh as compared to 21.74 lakh in IRS Q1 2010.
â€˜Madhyamamâ€™ has also registered a decline of 8.8% in the current survey. Its current AIR stands at 6.97 lakh in IRS Q2 2010 as compared to 7.64 lakh in the last quarter.
At No.6 â€˜Mangalamâ€™ has also lost 12.4% readers in IRS Q2 2010. It has recorded an AIR of 5.16 lakh as compared to 5.89 lakh in the last survey findings.
â€˜The Hinduâ€™ remains at 7th spot in the state with unchanged AIR in the second quarter of IRS 2010. Its current AIR stands at 3.76 lakh.
â€˜The New Indian Expressâ€™ has seen a sharp decline by 8.4% in Kerala according second quarter results of IRS 2010. Its current AIR stands at 2.08 lakh as compared to 2.27 lakh in the previous quarter.
At No.9 is â€˜Deepikaâ€™ with an AIR of 1.80 lakh which has grown up by 2.3% in the second quarter of IRS 2010.
â€˜Udayavaniâ€™ is the last in the top 10 list of dailies in Kerala with 47,000 readers in the current survey.
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.