IRS 2012 Q2: Magazines perform a tad better than dailies

01 Oct,2012

By A Correspondent

 

Dwindling readership numbers for print players now seems to be a given as the just-released IRS 2012 Q2 numbers would suggest. If the Q1 readership numbers was about publications struggling to stay afloat, the trend hasn’t gotten any better for the second quarter with 7 of the top 10 publications reporting a marginal decline. But for Dainik Jagran, Hindustan and Lokmat that have shown a hike in readership, the other seven players that constitute the top 10 including Dainik Bhaskar, Malayala Manorama, Amar Ujala, The Times of India, Daily Thanthi, Rajasthan Patrika and Mathrubhumi have reported a downfall in their IRS numbers.

 

In the list of top 10 publications, that also constitutes the top 10 dailies, Hindi daily Dainik Jagran emerges the clear leader yet again with an IRS 2012 Q2 AIR of 16429. This is slightly better than what it had registered in the previous quarter with an AIR of 16412. Emerging runner-up yet again is Dainik Bhaskar that has reported an AIR of 14448 a slight fall over last quarter’s number of 14553. Hindi daily Hindustan is third on the list with an AIR of 12205 compared to last quarter’s 12157. Malayala Manorama is fourth with an AIR of 9710 followed by Amar Ujala with an AIR of 8608. English daily Times of India too failed to elicit a keen interest amongst readers as it reported an AIR of 7643 as against an AIR of 7652 last quarter. Marathi daily Lokmat emerged a winner with an AIR of 7507 as against an AIR of 7485. Tamil daily Daily Thanthi recorded an AIR of 7431 followed by Rajasthan Patrika at the ninth spot with an AIR of 6756. Mathrubhumi concluded the top 10 list by recording a downward AIR of 6493.

 

(AIR numbers; All figures in '000)

 

(AIR numbers; All figures in '000)

 

(AIR numbers; All figures in '000)

 

The magazines seem to be better placed compared to their newspaper counterparts with 4 out of ten magazines showing an upward growth. These include Pratiyogita Darpan, SamanyaGyan Darpan, Karmakshetra and General Knowledge Today. With an AIR of 2353 Malayalam magazine Vanitha leads the pack ahead of second-placed Pratiyogita Darpan that has recorded an AIR of 1918. At the third spot is SamanyaGyan Darpan with an AIR of 1664 followed by India Today with an AIR of 1554. Hindi mag Saras Salil is next with an AIR of 1548 followed by Meri Saheli with an AIR of 1192. Bengali mag Karmakshetra is next with an upward AIR of 1168. Cricket Samrat at 1135, Malayala Manorama at 1113 and General Knowledge Today with an AIR of 1087 wrap up the top-10 list for magazines.

 

Where the language dailies are concerned, the trend is somewhat similar to that of the top 10 dailies with 7 out of 10 dailies reporting a decline. Malayala Manorama is at the top spot with an AIR of 9710 followed by Marathi daily Lokmat at 7507. Daily Thanthi is next with an AIR of 7431 followed by Mathrubhumi with an AIR of 6493. Telegu daily Eenadu is next with an AIR of 5925 followed by Ananda Bazar Patrika with an AIR of 5859. Another Telegu daily Sakshi occupies the seventh spot with an AIR of 5306 followed by Gujarat Samachar at the eighth spot with an AIR of 5205. Tamil daily Dinakaran is ninth with an AIR of 4999 followed by Daily Sakal at tenth with an AIR of 4437.

 

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