Sakshi maintains its rapid growth rate in the state; grows by 8.5% during 2010.
Rajat Arora | Delhi | March 16, 2011
The last quarter of IRS 2010 has not been much exciting for the newspaper publications in Andhra Pradesh. The second largest read daily of the state Sakshi is the only newspaper to maintain the consistent growth throughout the year.
The No.1 Telugu daily ‘Eenadu’ has seen huge decline in the readership during the 4th quarter of IRS 2010. The daily has lost 1,27,000 readers to record an AIR of 59.64 lakh in IRS Q4 2010 as compared to 60.91 lakh in the previous survey. The newspaper had added 4,000 readers in Q3 and 2.26 lakh readers in Q2. However, the daily has grown by 1.8% over the year.
Telugu Daily ‘Sakshi’ has further strengthened its position at No.2 with 2.9% growth by adding 1,38,000 readers in the current survey. It has recorded an AIR of 49.54 lakh in IRS Q4 2010 as compared to 48.16 lakh in last survey findings. Sakshi had added 1,78,000 readers in Q3 while it added 74,000 readers in 2nd quarter of IRS 2010. Thus, Sakshi has registered a robust growth of 8.5% in 2010.
The 3rd major player in Andhara Pradesh, ‘Andhra Jyothi’ has also seen decline in the third consecutive quarter. The paper has lost 1.52 lakh readers in the fourth quarter of IRS 2010. Its current AIR stands at 20.99 lakh as compared to 22.51 lakh in IRS Q3 2010. Andhra Jyoti had lost 1.17 lakh readers in Q3 and 38,000 readers in Q2. Its readership has declined by 12.8% over the year.
The largest read English daily of the state ‘Deccan Chronicle’ which acquired the 4th spot in the last quarter has seen a marginal decline this quarter. By losing 8,000 readers ‘Deccan Chronicle’ has recorded an AIR of 7.45 lakh in IRS Q4 2010 as compared to 7.53 in the previous quarter. DC had lost 33,000 readers in Q3 and added 33,000 readers in Q2. Thus, the newspaper has lost 1.1% readers over the year.
‘Vartha’ has been losing its ground dramatically in the state from past 3 quarters. Within a year, the paper has lost 63.6% of its readers. By losing 1.85 lakh readers in IRS Q4 2010, Vartha has recorded an AIR of 4.52 lakh as compared to 6.37 lakh in previous quarter. The daily had lost 2.57 lakh readers in Q3 and 3.47 lakh in Q2.
‘The Hindu’ has registered a marginal decline during the fourth quarter of IRS 2010. The English daily has recorded an AIR of 3.05 lakh as compared to 3.09 lakh in the previous quarter. The newspaper had lost 16,000 readers in Q3.
At No.7 is ‘Andhra Bhoomi’ which has lost 6.1% readers in Q4 2010. Its current AIR stands at 2.9 lakh as compared to 3.09 lakh in previous quarter. Andhra Bhoomi had added 65,000 readers in Q3 while it had lost 99,000 readers in Q2. The overall readership of the daily has fallen by 15.5% over the year.
‘Andhra Prabha’ has been growing rapidly throughout the year and has added 19.7% more readers in the fourth quarter of IRS 2010. The daily has overtaken ‘The Times of India’ to take the No.8 position. Its current AIR stands at 1.58 lakh as compared to 1.32 lakh in the previous quarter. Andhra Prabha has grown by 55% over the year.
Now at No.9, ‘The Times of India’ has registered 3.8% decline in Andhra Pradesh according to the average readership data released for fourth quarter of IRS 2010. It has recorded an AIR of 1.28 lakh as compared to 1.33 lakh in IRS Q3 2010.
At No.10 position in the state is ‘Siasat’ with 88,000 readers, which has added 10% readers in the current survey findings.
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 its 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.