IRS Q4 2010: Top Hindi Dailies in Delhi

Fourth quarter of IRS 2010 results has been pretty exciting for Hindi dailies in the capital where all top newspapers have gained readers.

Rajat Arora | Delhi | March 15, 2011

At No.1 is Hindi daily 'Navbharat Times'. The paper has registered growth by adding 76,000 readers in the current quarter. In Q3 of IRS 2010 also the Hindi daily added 71,000 readers. Navbharat Times has AIR of 18.71 lakh as compared to 17.95 lakh in Q3. In Q4 of IRS 2010 the paper has registered growth of 4.2%.

Hindi daily 'Hindustan' has also seen marginal increase in its readership in the current quarter. The Hindi daily from HT media has added 6,000 readers. The paper has AIR of 11.69 lakh and has registered marginal growth of 0.5%. The paper had AIR of 11.63 lakh in Q3. Hindustan stands firm at No.2 position.

Punjab Kesri' has captured the No. 3 position by replacing Dainik Jagran in the national capital. The paper has gained 45,000 readers in the current quarter. Its AIR stands at 7.37 lakh in the current quarter. The Hindi daily had lost 53,000 readers in the last quarter and had AIR of 6.92 lakh. In Q2 also paper lost 5,000 readers.

'Dainik Jagran', nation's most read daily has lost 12,000 readers and has been pushed one position down to no.4 in the capital. The paper has AIR of 6.92 lakh in current quarter as compared to 7.04 lakh in Q3.  In Q2 of IRS 2010, Jagran had gained 11,000 readers and in Q3, it had added 42,000 readers. The newspaper has grown by 6.3% over the year.

'Nai Dunia' has gained significantly in the current quarter and has jumped to No.5 by adding 20,000 readers. The paper has AIR of 99,000 as compared to 79,000 in Q3 of IRS 2010. The paper has seen a growth of 25% in this quarter. In Q3 also paper gained 21,000 readers.

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About methodology

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.

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