IRS 2012Q1: Hindi readership sways its way towards +ve growth

20 Jun,2012

By A Correspondent


As a large population of this country continue to swear by the usage of the national language – Hindi, it is no surprise that newspapers and magazines in this language have seen moderate growth in IRS 2012Q1. In the Top 10 Hindi dailies, Dainik Jagran dominates with AIR of 16,412 versus 16,410 that it reported last quarter. At second place is Dainik Bhaskar that recorded an AIR of 14,553 as against 14,602 in 2011Q4.Hindustancomes next with an AIR of 12,157; Amar Ujala at fourth with 8693 and Rajasthan Patrika at fifth with an AIR of 6807. Punjab Kesari has posted positive growth with an AIR of 3,386 compared to 3,330 in the last quarter. Navbharat Times is next with an AIR of 2588. Prabhat Khabar is the best placed with an AIR of 2,437 compared to 2,187 reported last quarter – an 11 per cent growth. Patrika is next at 1,946 (growth of 9 per cent) and Nai Duniya at 1,688.


(AIR numbers; all figures in ‘000)


Among the magazines, there has been a moderate effect that has been witnessed in the Hindi readership. Pratiyogita Darpan has seen a drop of 5.4 per cent with an AIR of 1,893 compared to an AIR of 2,001 in last quarter. SamanyaGyan Darpan has posted an AIR of 1,644 versus 1,678 recorded last quarter. At three is Saras Salil that has seen a big drop with an AIR of 1,601 versus 1,768 recorded last quarter – a drop of 9.5 per cent. Meri Saheli is steady at fourth with an AIR of 1,259 and Cricket Samrat is next with 1,176. India Today is next with 1,051 while Grahlakshmi follows with an AIR of 958. Completing the list is Grihshobha with an AIR of 860, Champak at ninth place with an AIR of 811 and Nirogdham with an AIR of 747.


(AIR numbers; all figures in ‘000)


Dinesh Rathore, Vice President, MediaVest Worldwide said: “The population of people who speak Hindi and English is seeing a rise and that explains the overall rise in readership of these language editions. Also, a lot of players are moving out of their markets and launching in other states leading to newer set of readers. Players like Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika are launching in many new states. So this explains the rise in the readership of their papers.”


Adding inputs, Anamika Mehta of Lodestar UM said: “By launching in newer markets you are creating specialists products to cater to those markets and therefore, language readership will see a rise to an extent. Also, as explosion of business happens in small towns and markets the regional media will follow suit and grow too. That is what we have seen in television too. For SMEs and business houses, print will continue to be an important medium for them.”


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