IRS Q2 2011: Top 10 dailies in Uttaranchal

According to Average Issue Readership, 9 out of top 10 dailies in the state register growth in the second quarter of IRS 2011

BestMediaInfo Bureau | Delhi | October 3, 2011

Uttaranchal's largest read newspaper is Hindi daily Amar Ujala which continues to be the distant leader in the state. The daily has strengthened its position by adding 5.5% readers in the second quarter of IRS 2011 over the previous quarter. Not only this, the daily has overall grown by 6.9% in the past one year. Its current AIR stands at 8.88 lakh as compared to 8.42 lakh in IRS Q1 2011 and 8.31 lakh in IRS Q2 2010.

Similarly, the No.2 daily of the state Dainik Jagran has registered a growth of 7.1% during the second quarter of IRS 2011. Its current AIR stands at 6.19 lakh as compared to 5.78 lakh in the previous quarter and 6.06 lakh in IRS Q2 2010.

Hindustan, the Hindi daily from HT Media continues to expand its base in the state. Growing by 8.3% readers in IRS Q2 2011, the daily has recorded an AIR of 3.13 lakh as compared to 2.89 lakh in the previous quarter and 1.93 lakh in IRS Q2 2010.

At no. 4 position is nation's largest read English daily The Times of India with 85,000 readers. The paper had an AIR of 79,000 in Q1 2011 and 81,000 in Q2 2010.

English Daily Hindustan Times has added 31% readers over the previous quarter and recorded an AIR of 51,000 as compared to 39,000 in IRS Q1 2011 and 31,000 in IRS Q2 2010.

Rashtriya Sahara has matched the readership numbers of Hindustan Times after adding 41.7% readers over the past quarter. The daily has an AIR of 51,000 in IRS Q2 2011 as compared to 36,000 in IRS Q1 2011 and 45,000 in IRS Q2 2010.

I Next is at no.7 position in the state with 18,000 readers. The paper has added 1000 readers in this quarter.

At No.8 is Amar Ujala Compact with 12,000 readers.  The paper has lost 7,000 readers in the current survey.

Punjab Kesri and The Economic Times hold No.9 and 10 position with 10,000 and 7,000 readers respectively.

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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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