Writer: Nitin Pandey - Monday, Oct 03,2011 9:25 AM
IRS 2011 Q2: Decline continues for Tamil publications

The dismal show of Tamil publications has continued in the IRS 2011 Q2 results as well. Five out of six topline Tamil dailies have witnessed decline in average issue readership (AIR) as compared to the corresponding period last year. However, when compared to the previous quarter, the trends did give some relief to Tamil dailies as almost all of them witnessed growth in AIR.

Losing 1.12 lakh readers in a year, Daily Thanthi has registered an AIR of 72.90 lakh in IRS 2011 Q2. When compared to the previous quarter, the daily has lost 1.03 lakh readers, a decline of 1 per cent. Dinakaran is the only Tamil daily to have witnessed growth in AIR (of 2 per cent) as compared to last year, reporting an AIR of 51.67 lakh in IRS 2011 Q2.

Meanwhile, Dinamalar has seen a growth of growth of 4 per cent in its AIR over the previous quarter, taking its current AIR to 26.68 lakh. However when compared to the corresponding period last year, the AIR of the daily has declined by 8 per cent, a loss of 2.19 lakh readers. Dinamani has registered an AIR of 5.19 lakh in IRS 2011 Q2, a growth of 8 per cent as compared to last year. Meanwhile, Malai Malar has lost 1.39 lakh readers in a year, taking its AIR down to 4.17 lakh. The AIR of Tamizh Murasu was reported at 1.16 lakh, an annual decline of 17 per cent.

Sinking Periodicals:
Tamil periodicals, too, reflect the degrowth seen among Tamil dailies. While the previous quarter brought some respite for select periodicals that saw growth in AIR; when compared to last year, all top ten Tamil magazines have seen decline in their AIR.

The top three periodicals of the genre – Kumudam, Ananda Vikatan and Kungumam – have lost 5.87 lakh readers combined in a year’s time. However, Aval Vikatan and Junior Vikatan have witnessed marginal growth in AIR as compared to the previous quarter. The Tamil edition of India Today has also not seen much acceptance among the readers, registering a decline of 22 per cent in its AIR as compared to last year.

Kumudam Bhakti Special and Sakthi Vikatan have also witnessed growth in AIR over the previous quarter.

The IRS Q2 2011 analysis is brought to you by the exchange4media Group & Lintas Media Group

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