Hindustan Times and Gujarat Samachar gain readers; Gujarat Samachar overtakes Mumbai Mirror.
Rajat Arora | Delhi | March 15, 2011
â€˜The Times Of Indiaâ€™ continues to rule the financial capital of India with 15.51 Lakh readers. TOI has seen marginal decline its readership numbers and has lost 8,000 readers in the current quarter. In last quarter TOI had an AIR of 15.59 lakh. In Q3, TOI had gained 81,000 readers.
Despite loosing 28,000 readers Marathi Daily â€˜Maharashtra Timesâ€™ continues to be no. 2 daily in the Mumbai Market with 9.62 lakh readers. In Q3 Maharashtra Times enjoyed an AIR of 9.9 lakh. In last quarter the Marathi daily had gained 19,000 readers.
Gujarati daily â€˜Gujarat Samacharâ€™ has replaced Mumbai Mirror to become the third largest read newspaper in Mumbai. The paper has been the biggest gainer in the Mumbai market. Gujarat Samachar has gained 47,000 readers and its AIR stands at 7.76 lakh. In last quarter also Gujarat Samachar gained 64,000 readers.
Tabloid size daily â€˜Mumbai Mirrorâ€™ has slipped down to the 4th position in the current quarter with an AIR of 6.96 lakh. In Q3 of IRS 2010, Mirror had an AIR of 7.40 lakh. In Q3 of IRS 2010 also Mumbai Mirror lost 28000 readers. In Q1 of IRS 2010 Mumbai Mirror had an AIR of 8.11 lakh.
Marathi daily â€˜Loksattaâ€™ has retained the 5th position in Mumbai Market despite marginal decline. Loksatta has an AIR of 6.52 lakh in IRS Q4 2010. The paper has lost 28,000 readers in current quarter. In Q3 of IRS 2010 it had an AIR of 6.78 lakh.
â€˜Hindustan Timesâ€™ has strengthened its position in Mumbai market by gaining 21,000 readers. The English daily has an AIR of 6.13 lakh. In Q3, HT had gained 29,000 readers and its AIR reached 5.92 lakh from 5.63 lakh in Q2 of IRS 2010. HT has grown by 14% over the year and added 75,000 readers this year. HT now stands firm at No.6 position in Mumbai. HT is also the second largest read broadsheet daily in Mumbai.
â€˜DNAâ€™ has again lost a few readers in the current quarter. The English daily has lost 3,000 readers in the current quarter and its AIR has fallen to 5.72 lakh from 5.75 lakh in Q3 of IRS 2010. In Q3 also DNA lost 31000 readers. DNA is at No.7 position.
At 8th spot is â€˜Lokmatâ€™. The paper has lost 48,000 readers in the current quarter and its AIR stands at 5.7 lakh. In Q3 of IRS 2010 also Lokmat lost 18,000 readers.
â€˜Navakalâ€™ is holding the 9th spot with 4.91 lakh readers. The paper has lost 61,000 readers in the current quarter. In last quarter also Navakal lost 42,000 readers. In Q1 of IRS 2010 Navakal had an AIR of 6.06 lakh.
Navbharat Times too has lost some readers in the current quarter. The Hindi daily has an AIR of 4.7 lakh and it has lost 19,000 readers. In Q3 of IRS 2010 Navbharat Times had an AIR of 4.8 lakh. The Hindi daily is at No.10 position in Mumbai.
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 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.Rajat.Arora@BestMediaInfo.com