8 out of top 10 dailies in the state take downturn; Amar Ujala continues to grow stronger at No.1 position
BestMediaInfo Bureau | Delhi | October 3, 2011
Himachal Pradesh has No.1 newspaper as Hindi Daily ‘Amar Ujala’ which is growing stronger in the state on quarter on quarter basis. Growing by 5.8% in the current survey, the daily has not taken a convincing lead over its nearest competitor Punjab Kesri. Amar Ujala has an AIR of 4.59 lakh in IRS Q2 2011 as compared to 4.34 lakh in the previous quarter and 3.71 in Q2 2010. Thus the daily has grown by 23.7% in Himachal Pradesh over the second quarter results of IRS 2010.
On the other hand, ‘Punjab Kesari’ is continuously losing its base in the hills of Himachal. It has recorded an AIR of 3.45 lakh in IRS Q2 2011 as compared to 3.65 lakh in the previous quarter and 4.06 lakh in IRS Q2 2010. Thus the paper has 15% readers over the last one year.
‘Divya Himachal’ is at number 3 position with an AIR of 1.63 lakh in Q2 of IRS 2011. The Hindi daily had an AIR of 1.85 lakh in the previous quarter and 1.67 lakh in IRS Q2 2010.
At number 4 is ‘Dainik Bhaskar’ with 52,000 readers. The paper has lost 7,000 readers in the current AIR. In Q2 of IRS 2010 Bhaskar had an AIR of 61,000 readers.
English Daily ‘The Tribune’ continues to be at number 5 position with 40,000 readers. The paper has lost 7,000 readers in the current IRS. The Tribune had an AIR of 46,000 in IRS Q2 2010.
At number six is Nation’s number 1 Hindi daily ‘Dainik Jagran’ with 18,000 readers. The Hindi daily has lost 3,000 readers in the current quarter. It had an AIR of 42,000 in Q2 of IRS 2010.
‘Hindustan Times’ has added 3,000 readers to take its AIR at 16,000 readers in IRS Q2 2011. The English daily had an AIR of 10,000 in Q2 2010.
‘The Times of India’ is at No.8 with 8,000 readers. The paper has lost 2,000 readers in the current quarter. In Q2 2010, TOI had an AIR of 11,000 in the state.
9th newspaper of Himachal is ‘The Economic Times’ with 3,000.
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 a matter of daily habit. Conventionally, media planners calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps most relevant to study readership trends in terms of AIR.