IRS Q2 2011: Top 10 dailies in Madhya Pradesh

Dainik Bhaskar and Patrika register considerable growth in the second quarter of IRS 2011

BestMediaInfo Bureau | Delhi | October 3, 2011

The central state of India is ruled by 'Dainik Bhaskar' which continues to be the distant leader in Madhya Pradesh. India's second largest read daily has been consistently growing in its home state and recorded an overall growth of 18.9% in past one year. By adding 76,000 readers, the daily has taken its AIR at 38.06 lakh in IRS Q2 2011 as compared to 37.3 lakh in the previous quarter. It had an AIR of 32.01 lakh in IRS Q2 2010.

The second largest read daily of the state is 'Nai Dunia + Nav Dunia' which has recorded an AIR of 15.75 lakh in IRS Q2 2011 as compared to 16.15 lakh in the previous quarter. The Daily has grown by 40% over the second quarter of the last year.

At No.3, 'Patrika' has seen a growth of 12.4% in IRS Q2 2011 over the last quarter. Its current AIR stands at 12.51 lakh as compared to 11.13 lakh in the previous quarter and 7.25 lakh in IRS Q2 2010.

'Raj Express' has been continuously losing its base in the state from past few quarters and the daily as registered an overall loss of 19.6% in a year. After losing 5.4% readers in IRS Q2 2011, its current AIR stands at 4.92 lakh as compared to 5.20 lakh in IRS Q1 2011 and 6.12 lakh in Q2 2010.

The readership of fifth largest read daily in the state 'Dainik Jagran' has gone up by 15.1% in the second quarter of IRS Q1 2011. The daily has recorded an AIR of 3.96 lakh readers in current survey as compared to 3.44 lakh in the previous survey. The daily had an AIR of 3.39 lakh in the second quarter of last year.

'Dainik Agniban' has jumped up a position to acquire the 6^th spot by registering 11.4% of growth in IRS Q2 2011. Its current AIR now stands at 3.23 lakh as compared to 2.9 lakh in the previous quarter. It had an AIR of 2.52 lakh in IRS Q2 2010 and grown by 28.2% in past one year.

Due to the consecutive losses, 'Hari Bhoomi' has lost its No.6 position in the state. By losing 12.5% readers, the new No.7 daily has an AIR of 2.59 lakh in IRS Q2 2011 as compared to 2.96 lakh in the previous quarter. But overall, Hari Bhoomi has gained 22.7% readers over IRS Q2 2010.

'Nav Bharat' is losing its ground in Madhya Pradesh from past few quarters. At No.8, the newspaper has recorded an AIR of 1.52 lakh in IRS Q2 2011 as compared to 1.77 lakh in the previous quarter and 3.48 lakh in Q2 2010. The daily has seen a decline of more than 56% over the year.

'Dainik Prabhat Kiran' has been able to hold its readers during this quarter with an AIR of 77,000. It had an AIR of 73,000 in IRS Q2 2010.

The last in the top 10 league is 'The Times of India' with 72,000 readers in IRS Q2 2011 as compared to 71,000 in the previous survey.

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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.

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