It is followed by Hindustan, Dainik Bhaskar, Rajasthan Patrika and Amar Ujala
BestMediaInfo Bureau | Delhi | January 28, 2014
According to the new Indian Readership Survey (IRS 2013) conducted by Nielsen and released by MRUC and RSCI today, Dainik Jagran remains the most read Hindi daily followed by Hindustan, Dainik Bhaskar, Rajasthan Patrika and Amar Ujala. Hari Bhoomi figures in the top 10 list. Nai Dunia has not found a place among the top 10 Hindi dailies.
Dainik Jagran has maintained the numero uno position with an AIR of 1,55,26,000.
Hindustan has acquired the No. 2 position with an AIR of 1,42,45,000 in IRS 2013.
Dainik Bhaskar is at No. 3 with an AIR of 1,28,55,000 in the current survey.
Rajasthan Patrika has grabbed fourth position with an AIR of 76,65,000.
At No. 5, Amar Ujala has recorded AIR of 70,71,000.
Patrika from Rajasthan Patrika Group has captured No. 6 position with an AIR of 46,28,000.
Hari Bhoomi is a new entrant in the list of top 10 Hindi dailies with an AIR of 27,57,000. The daily has secured No. 7 position.
Prabhat Khabar is at No. 8. Its AIR stands at 27,18,000 in IRS 2013.
Navbharat Times at No. 9 had AIR of 24,80,000 in the current survey.
At No. 10, Punjab Kesri has recorded an AIR of 22,91,000 in IRS 2013.
|Top 10 Hindi dailies|
|Title||AIR (IRS 2013)||IRS (IRS Q4 2012)|
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 even calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in terms of AIR.