9 out of top 10 dailies in the state witness growth; Amar Ujala Compact grows by 123% over the last year
BestMediaInfo Bureau | Delhi | October 3, 2011
The largest Hindi speaking state Uttar Pradesh has been proved to be a fertile ground in the second quarter of IRS 2011 for almost all the top newspapers of the state where 9 out of top 10 dailies have registered growth.
The No.1 daily of Uttar Pradesh âDainik Jagranâ is firmly holding the top position by adding 2.2% readers in this quarter. The daily has recorded an AIR of 90.07 lakh in IRS Q2 2011 as compared to 88.15 lakh in the previous quarter. Dainik Jagran has registered an overall growth of 1.8% over the second quarter of last year.
The second largest newspaper in the state âAmar Ujalaâ is growing at a constant rate. The paper has grown by 1.6% over the previous quarter and 8.1% over Q2 2010. Its current AIR stands at 70.55 lakh as compared to 69.46 lakh in IRS Q1 2011 and 65.25 lakh in IRS Q2 2010.
At No.3 is Hindi daily âHindustanâ which has also registered 3.5% of growth in IRS Q2 2011 and taken its AIR at 38.06 lakh as compared to 36.76 lakh in IRS Q1 2011. Riding on the rapid expansion in the state during last year, the daily has overall grown by 30.4% over last one year. It had an AIR of 29.19 lakh in IRS Q2 2010.
âAmar Ujala Compactâ has strengthened its position at No.4 with a huge difference. It had acquired the No.4 position from Hindi daily Aj in the last quarter results of IRS 2010. The compact daily from Amar Ujala has recorded an overall growth of 122.8% over the last year to take its AIR at 10.05 lakh as compared to 9.01 lakh in the previous quarter and 4.51 in IRS Q2 2010.
âAjâ has also seen some growth in IRS Q2 2011 over the last quarter. The paper has recorded and AIR of 7.68 lakh as compared to 7.46 lakh in the previous quarter and 6.37 lakh in Q2 2010. Thus the daily has grown by 20.6% over the last one year.
At No.6, Rashtriya Sahara has also added 57,000 readers. The newspaper has an AIR of 6.92 lakh in IRS Q2 2011 as compared to 6.35 lakh in the previous quarter and 5.24 lakh in Q2 2010. It has registered a growth of 32% over last one year.
âThe Times of Indiaâ has added 10,000 readers in this quarter over the last quarter. TOI has recorded an AIR of 5.52 lakh as compared to 5.42 lakh in the previous quarter and 4.9 lakh in Q2 2010.
Dainik Jagran Groupâs English daily âI-Nextâ has grown by 6.5% in IRS Q2 2011 to record an AIR of 5.06 lakh as compared to 4.75 lakh in the previous quarter. The daily had an AIR of 6.13 lakh in IRS Q2 2010.
Published from Agra and Jhansi, the afternoon tabloid âDaily Life Assistance (DLA)â holds the No.9 position in Uttar Pradesh. However the newspaper has been continuously losing its ground and seen an overall decline by 27.8% over the past one year. Its current AIR stands at 3.17 lakh as compared to 3.47 lakh in IRS Q1 2011 and 4.39 lakh in Q2 2010.
Indiaâs No.2 English daily âHindustan Timesâ is at No.10 position in Uttar Pradesh. Supported with the growth of Hindustan, HT has grown by 47.5% over the past one year. HT has an AIR of 2.98 lakh in IRS Q2 2011 as compared to 2.86 lakh in the previous quarter and 2.02 lakh in Q2 2010.
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 ârealâ or âregularâ 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.