‘Rajasthan Patrika’ continuously losing readership from three consecutive quarters in its home state
BestMediaInfo Bureau | Delhi | October 3, 2011
This is the third consecutive quarter for No.1 daily of Rajasthan, ‘Rajasthan Patrika’ to lose readership in its home state. After losing 1.09 lakh readers in IRS Q4 2010 and 1.55 lakh readers in IRS Q1 2011, the daily has again lost 60,000 readers in IRS Q2 2011. Patrika’s current AIR stands at 68.11 lakh as compared to 68.71 lakh in the previous quarter and 68.05 lakh in IRS Q2 2010.
The second largest read daily of the state ‘Dainik Bhaskar’ is gradually approaching towards No.1 position. The daily has grown by 5% over the second quarter results of 2010 and reduced the gap with Rajasthan Patrika to less than 4 lakh now. Dainik Bhaskar has recorded an AIR of 64.25 lakh in IRS Q2 2011 as compared to 63.12 lakh in the previous quarter and 61.21 lakh in IRS Q2 2010.
Hindi daily ‘Punjab Kesri’ has gone one position up in the second consecutive quarters in the state by replacing The Times of India. The new No.4 daily of Rajasthan has an AIR of 2.2 lakh as compared to 1.92 lakh in the previous quarter. It has 1.68 lakh of AIR in IRS Q2 2010.
Nation’s No.1 English daily ‘The Times of India’ is pushed at No.5 position by Punjab Kesri in Rajasthan Market. TOI has an AIR of 2.08 lakh in IRS Q2 2011 as compared to 2.26 lakh in previous quarter and 1.94 lakh in Q2 2010.
‘News Today’ has acquired sixth spot by replacing Daily News. The paper has an AIR of 1.5 lakh as compared to 1.4 lakh in the previous quarter. It had an AIR of 1.82 lakh in IRS Q2 2010.
The new No.7 is ‘Daily News’ with an AIR of 1.44 lakh in IRS Q2 2011 as compared to 1.71 lakh in the previous quarter and 1.84 lakh in Q2 2010.
At no 8 is ‘Rashtradoot’ with an AIR of 1,04,000 in the second quarter of IRS 2011 as compared to 1,12,000 in the previous quarter.
Nation’s no. 2 English daily ‘Hindustan Times’ is at 9th spot in the Rajasthan Market with an AIR of 64,000 in IRS Q2 2011 as compared to 51,000 in the previous quarter and 39,000 in Q2 of IRS 2010.
Trailing at No.10 position is English daily ‘DNA’ with an AIR of 32,000. The paper had an AIR of 37,000 in the last quarter.
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.