Six out of top 10 dailies have registered growth while 2 newspapers have shown a sharp decline in its readership.
Rajat Arora | Delhi | August 25, 2010
The newspapers in Maharashtra have brought some good news in the second quarter of IRS results this year. Six out of top 10 dailies have registered growth while 2 newspapers have shown a sharp decline in its readership.
Maharashtraâ€™s No. 1 Marathi daily â€˜Lokmatâ€™ continues to be the sole leader in the state by further strengthening its position. It has added 35,000 readers in the second quarter of IRS 2010. With a marginal growth of 0.5%, its current AIR stands at 73.96 lakh as compared to 73.61 lakh in the last survey.
At second spot, â€˜Daily Sakalâ€™ has recorded 2.9% growth by adding 1.15 lakh readers in current survey findings. Its AIR now stands at 41.07 lakh as compared to 39.92 lakh in IRS Q1 2010.
Maintaining its 3rd position, Marathi daily â€˜Pudhariâ€™ has seen a marginal decline of 0.6% by losing just 16,000 readers in IRS Q2 2010. Its current AIR stands at 25.14 lakh as compared to 25.30 lakh in last survey.
Maharashtraâ€™s 4th largest Marathi daily â€˜Punya Nagariâ€™ has also recorded a decline of 1.7% and lost 38,000 readers in the second quarter of IRS 2010. Its current AIR stands at 21.82 lakh which was 22.20 lakh in the first quarter.
â€˜The Times of Indiaâ€™ has strengthened its position at No.5 and registered 5.1% growth in the 2nd quarter results of IRS. The English daily has added 93,000 readers in this quarter to take its AIR to 19.18 lakh as compared to 18.25 lakh in the last survey findings.
The sixth largest read daily in the state â€˜Maharashtra Timesâ€™ has also added 29,000 readers registering 2.6% growth in the survey findings of second quarter. It has an AIR of 11.50 lakh in IRS Q2 2010 as compared to 11.21 lakh in the previous quarter.
The Indian Express Groupâ€™s Marathi daily â€˜Loksattaâ€™ has also grown up by 1.7% to take its current AIR to 10.82 lakh as compared to 10.64 lakh in the last survey findings.
At 8th spot is â€˜Deshonnatiâ€™ with a commendable growth of 2.9% in second quarter of IRS 2010. Its current AIR stands at 10.06 lakh as compared to 9.78 lakh in the last quarter.
Despite losing its ground heavily, English daily â€˜Mumbai Mirrorâ€™ has managed to climb one position up. Now at No.9, â€˜Mumbai Mirrorâ€™ has recorded an AIR of 7.86 lakh as compared to 8.31 lakh in the last survey findings.
Following closely to â€˜Mumbai Mirrorâ€™, Navakal has lost 6.9% of readers in the second quarter of IRS 2010. Its current AIR stands at 7.85 lakh as compared to 8.43 lakh in IRS Q1 2010.
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.