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Writer: Sai Prasanna - Wednesday, Oct 12,2011 11:23 AM

IRS 2011 Q2: Periodicals fare poorly in Tamil Nadu; dailies marginally better

<font color=#ED1C24> IRS 2011 Q2: Periodicals fare poorly in Tamil Nadu; dailies marginally better

The results of IRS 2011 Q2 have turned out better for Tamil dailies in the state as compared to the IRS 2011 Q1 results. While all the top 15, barring one, were in the red last quarter, they have received some respite in 2011 Q2. While 8 dailies have lost close to 6.5 lakh readers over the year, two out of the other seven have maintained their AIR while the other five have registered an increase in readership by 1.02 lakh.

Despite losing around 1.66 lakh readers over the year, coming to 2 percent, Daily Thanthi continues to be the leader in the state. Dinamalar at No.3 has taken the biggest hit in terms of numbers among the 15 – 2.06 lakh, a fall of 7 percent in AIR. Tamil daily Malai Malar at No.6 registered a decline in AIR by 25 percent, a loss of 1.39 lakh. The Hindu comes in at No.4 with a decline in AIR by 7 percent, corresponding to a loss of 76,000 readers. English daily Deccan Chronicle lost 10,000 readers, a decline by 4 percent in AIR. Tamizh Murasu at No.10 lost 24,000 readers (17%); Malayala Manorama went down by 18,000 readers (38%); and Eenadu, the only Telugu daily to find a place in the top 15, lost 11,000 readers (58%) since last year.

Dinamani at No.5 and The Times of India at No.8 have managed to hang on to their numbers with negligible increase in AIR. The highest gainer in the state is No.2 daily Dinakaran, AIR up by 47,000, a one percent increase year-on-year. The New Indian Express has increased its AIR by 27,000 (25%). The Economic Times has recorded a percentage year-on-year rise by 113 percent with an actual uptake of 18,000 readers. The Hindu Business Line’s AIR is up by 27 percent (+4,000) and Rajasthan Patrika, the only Hindi daily appearing in this list, witnessed the highest jump of 200 percent with the actual AIR up by 6,000 over the year.

Reflecting last quarter’s trends, magazines in Tamil Nadu are scripting another period of decline. While the top ten spots were occupied by Tamil periodicals, they registered a total loss in AIR of 8.94 lakh since last year. Kumudam at No.1 lost the maximum number of readers – 2.12 lakh recording a 17 decline. Ananda Vikatan securing the No.2 position also came second in drop in AIR – 2.02 lakh (20%). Kungumam at No.3 witnessed a fall in AIR by 1.89 lakh, a 21 percent loss over the year.

Monthly magazine Mangayar Malar at No.6 came fourth recording a 31 percent fall in AIR, translating to 1.11 lakh. Loss in AIR in the state from last year was also sustained by fortnightly Aval Viktan (-44,000/8% drop), bi-weekly Junior Vikatan (-50,000/14% drop), fortnightly Kumudam Bhakti Special (-16,000/9% drop), Rani Weekly (-29,000/18% drop), Tamil edition of India Today (-38,000/22% drop), and fortnightly Sakthi Vikatan (-3,000/3% drop).

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