In third quarter of IRS 2010 almost all major publications have seen growth in their readership.
Rajat Arora | Delhi | December 6, 2010
Kerala’s No.1 daily ‘Malayala Manorama’ has maintained its leadership with a growth of 0.9% by adding 85,000 readers in Q3 2010. Its current AIR has reached up to 98.13 lakh as compared to 97.28 lakh in the previous quarter. The Malayalam daily had added 2.53 lakh readers in Q2.
‘Mathrubhumi’ holds the 2nd spot firmly and has added 1.13 lakh (1.7% up) readers in the current survey. According to the AIR data released for third quarter of IRS 2010, it has recorded readership of 66.46 lakh as compared to 65.33 lakh in the last survey. However, the newspaper had lost 1.37 lakh readers in last survey.
The 3rd major player in Kerala, ‘Deshabhimani’ has registered a marginal growth of 0.7% over the last quarter. Its current AIR stands at 22.92 lakh as compared to 22.76 lakh in IRS Q2 2010. It had added 1.02 lakh readers in last quarter also.
The new No.4 daily in the state is ‘Madhyamam’ which has replaced ‘Kerala Kaumudi’. ‘Madhyamam’ has grown by 8.3% over the third quarter of IRS 2010. Its current AIR stands at 7.55 lakh as compared to 6.97 lakh in the last survey findings.
‘Kerala Kaumudi’ has lost its 4th place in the state due to heavy decline in its readers this quarter. The paper has lost 1.03 lakh readers and its AIR now stands at 7.34 lakh as compared to 8.37 lakh in IRS Q2 2010.
At No.6, ‘Mangalam’ has grown by 10.7% in IRS Q3 2010. It has recorded an AIR of 5.71 lakh as compared to 5.16 lakh in the last survey findings.
‘The Hindu’ remains at 7th spot in the state although the daily has seen a decline of 9.6% in this quarter. Its current AIR stands at 3.40 lakh in IRS Q3 2010 as compared to 3.76 lakh in the previous quarter.
Replacing ‘The New Indian Express’, the new No.8 daily in Kerala is ‘Deepika’ which has added 18.9% readers in the third quarter of IRS 2010. Its current AIR stands at 2.14 lakh as compared to 1.80 lakh in the previous quarter.
‘The New Indian Express’ has again seen a sharp decline by 3.4% in Kerala according third quarter results of IRS 2010. Its current AIR stands at 2.01 lakh as compared to 2.08 lakh in the previous quarter.
‘Kerala Kumudi Flash’ is the last in the top 10 list of dailies in Kerala with 1,99,000 readers in the current survey.