After robust growth in past few rounds, Hindustan sees red; Dainik Jagran registers growth
BestMediaInfo Bureau | Delhi | October 3, 2011
Jharkhand market has three major players – Hindustan, Prabhat Khabar and Dainik Jagran. While Hindustan and Prabhat Khabar has seen a marginal decline in the second quarter of IRS 2011, Dainik Jagran has added the maximum readers in the state in this round of survey.
Jharkhand’s No.1 daily ‘Hindustan’ was growing in the state from past few quarters but IRS Q2 2011 has put a break on its growth. The daily has registered a decline of 3.8% over the previous quarter. Hindustan’s current AIR stands at 17.77 lakh as compared to 18.48 lakh in IRS Q1 2011 and 14.69 lakh in IRS q2 2010. Thus the paper has seen an overall growth of 21% over the past one year.
The second largest read daily in Jharkhand ‘Prabhat Khabar’ has also seen a marginal dip in its readership in the second quarter of IRS 2011. The daily has recorded and AIR of 13.62 lakh in IRS Q2 2011 as compared to 13.71 lakh in the previous quarter and 10.01 lakh in IRS Q2 2010. Prabhat Khabar has witnessed more than 36% of growth over the year.
‘Dainik Jagran’, the No.3 daily in the state has registered a growth of 7.5% in the second quarter of IRS 2011. Dainik Jagran has recorded an AIR of 9.84 lakh in IRS Q2 2011 as compared to 9.15 lakh in previous quarter and 8.2 lakh in Q2 2010. Jagran has registered an overall growth of more than 23% since Q2 2010.
By adding just 4,000 readers in the current survey, English daily ‘I-Next’ has climbed up to 4th position with an AIR of 84,000 in IRS Q2 2011.
‘The Telegraph’ has acquired 5th position with an AIR of 81,000 in IRS Q2 2011 as compared to 72,000 in the previous quarter and 75,000 in Q2 2010.
By losing more than 28% readers in the current round of survey, ‘Aj’ has slipped to 6th position with 79,000 of AIR in IRS Q2 2011. The daily had an AIR of 1.1 lakh in the previous quarter and 85,000 in IRS Q2 2010.
Adding a few readers in the current survey, ‘The Times of India’ continues to be at 7th spot in the state. The paper has recorded an AIR of 72,000 in IRS Q2 2011 as compared to 71,000 in the previous quarter.
At 8th spot, ‘Hindustan Times’ has recorded an AIR of 54,000 in IRS Q2 2011 as compared to 57,000 in the previous quarter and 68,000 in IRS Q2 2011. Thus the paper has lost 14,000 readers since IRS Q2 2010.
Bangla daily ‘Anand Bazar Patrika’ holds the 9th spot with AIR of 41,000 in IRS Q2 2011 as compared to 42,000 in previous quarter and 26,000 in IRS Q2 2010.
The English Business daily ‘The Economic Times’ is the last in top 10 list with AIR of 17,000.
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.