Dharitri continues to grow on Q-o-Q basis while Sambad and Samaj have lost more than 6 per cent readership in the last one year
BestMediaInfo Bureau | Delhi | October 4, 2011
After adding readers in the first quarter of IRS 2011, Orissaâ€™s No.1 daily Sambad has recorded a decline of 4.9 per cent in IRS Q2 2011. The largest read Oriya daily has recorded an AIR of 15.04 lakh in IRS Q2 2011 against 15.81 lakh in the previous quarter and 16.06 lakh in IRS Q2 2010. The paper has recorded an overall loss of 6.4 per cent over the past one year.
Consolidating its position, Dharitri is inching closer to the No.1 spot in the state and is now only 49,000 readers less than Sambad. The current AIR of Dharitri stands at 14.55 lakh compared with 14.42 lakh in the previous quarter and 13.22 lakh in IRS Q2 2010. Dhariti has recorded an overall growth of 10.1 per cent over Q2 of 2010.
At No. 3 is Samaj with an AIR of 13.78 lakh in IRS Q2 2011 against 13.96 lakh in the previous quarter and 14.97 lakh in IRS Q2 2010. Thus, the paper has lost 7.9 per cent readers over the past one year.
Samaya is at No. 4 spot with an AIR of 1.85 lakh in the current survey compared with 2.15 lakh in the last quarter and 3.41 lakh in IRS Q2 2010. The paper has registered a whopping overall loss of 45.7 per cent over Q2 2010.
At No. 5 is the countryâ€™s number one English daily, The Times of India, with an AIR of 1.61 lakh. The paper has lost 13,000 readers in the current quarter while it had 1.91 lakh readership in IRS Q2 2010.
The New Indian Express comes in at sixth spot with an AIR of 87,000. The paper has lost 14,000 readers again in the current quarter. The English daily had an AIR of 1.24 lakh in Q2 of IRS 2010. The newspaper has lost 29.8 per cent readers over IRS Q2 2010.
Hindi daily Dainik Jagran is at No. 7 position with an AIR of 31,000. The paper has lost 6,000 readers in the current quarter. In Q2 of IRS 2010, the daily had an AIR of 41,000.
At No. 8 position is Navabharat (Mah/Chh) with an AIR of 30,000.
At 9th and 10th spots are English dailies The Hindu and The Telegraph with AIR of 21,000 and 19,000, respectively.****************************** 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 â€˜realâ€™ or â€˜regularâ€™ 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.