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Writer: Nitin Pandey - Friday, Oct 14,2011 10:15 AM
IRS 2011 Q2: AIR of Punjabi & Hindi dailies decline in Punjab

While barring Ajit, there was no growth in AIR for other Punjabi dailies in state; Hindi and English dailies have also witnessed decline in AIR. Dainik Bhaskar is the only Hindi daily that has grown over last year (but declined in last quarter), and others have reported sharp fall in AIR.

With an AIR of 11.58 lakh, Ajit is the most read daily of the state. Ajit had a constant growth of 3 per cent in its AIR over last year and last quarter. Ranked second, Punjabi daily Jag Bani has an AIR of 9.73 lakh, a decline of 4 per cent in AIR over last year.

Most read Hindi daily of the state, Punjab Kesari, has witnessed 13 per cent decline in AIR over last year, taking its current AIR down to 9.59 lakh. Meanwhile, Dainik Bhaskar is the only Hindi daily in the state that has grown over last year by 7 per cent. Its current AIR perched at 8.25 lakh. Performance of Dainik Jagran has been tumbling in the state as its AIR plummeted to 7.29 lakh, from 8.91 lakh last year.

With quarterly growth in readership, The Tribune has reported an AIR of 2.91 lakh. Punjabi daily Punjabi Tribune continued to decline registering an AIR of 1.17 lakh in recent IRS results.

Hindustan Times and Amar Ujala both has declined over last quarter and corresponding period last year. Adding 8,000 readers in last quarter, The Times of India has reported an AIR of 36,000 - a growth of 29 per cent.

Readers of Punjab had distanced themselves from periodicals as all top ten magazines surveyed had witnessed decline in average issue readership. With an AIR of 44,000, Grih Shobha is the most read magazine of the state.

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