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Writer: Arwa Sultanali - Monday, Oct 17,2011 10:30 AM
IRS 2011 Q2: Mixed bag for dailies & magazines in Maharashtra

Four of the top ten dailies in Maharashtra have seen a decline in average issue readership (AIR) over the year as per the IRS 2011 Q2 results.

Marathi daily Lokmat topples all other dailies with an AIR of 74.26 lakh but it has witnessed no changes over the year. The paper has seen a growth rate of two percent over an AIR of 73.05 lakh in 2011 Q1 results.

Marathi paper Daily Sakal at No. 2 added 2.92 lakh readers to its AIR to 43.99 lakh in 2011 Q2. The daily lost 1.12 lakh readers, down 2 percent over an AIR of 45.11 lakh in 2011 Q1.

Marathi daily Pudhari maintained its third position at an AIR of 25.11 lakh showing no changes over the year and a fall of 3 percent over the 2011 Q1 AIR of 25.89 lakhs.

English daily Times of India moved up five percent to the fourth position when it recorded an AIR of 20.12 lakh in 2011 Q2 as against 19.18 lakh in 2010 Q2. The quarter of the same paper saw a decline of two percent over 2011 Q1 results.

Marathi daily Punya Nagari climbed to the sixth spot but recorded a decline of 21 percent in its AIR over 21.82 lakh in 2010 Q2 and a five percent decline over 18.10 lakh in 2011 Q1.

Maharastra Times at the seventh position recorded a decline of one percent over the quarter and also over the year when registered for an AIR of 11.40 in the latest quarter this year.

Following Maharashtra Times closely, Loksatta saw a decline of one percent over the quarter and retained its No, 8 position at an AIR of 9.75 lakh in the latest quarter this year. The paper saw a decline of 10 percent over the year.

At the ninth position, Marathi player Deshonatti lost 1.71 lakh bringing the AIR down to 8.35 lakh in 2011 Q2 from an AIR of 10.06 lakh in 2010 Q2. Deshonatti showed a highest percent growth of 12 percent over an AIR of 7.44 lakh when compared to the previous quarter this year.

Gujarati daily Gujarat Samachar had the good fortune to make it in the top ten list at the tenth position with an AIR of 7.76 lakh this year as compared to 7.11 lakh in the corresponding period last year and the paper decreased 6 percent over an AIR of 8.28 lakh in the pervious quarter.

Infomedia Yellow Pages continues to be the leader with a 20.12 lakh readers, soaring 39 percent over an AIR of 14.49 lakh in 2010 Q2. The magazine has registered a decline of seven percent, a loss of 5.63 lakh.

Marathi monthly Grihashobhika at the No. 2 slot increases 9 percent – to an AIR of 2.24 lakh in 2011 Q2 as compared to the corresponding quarter last year. The magazine saw a marginal increase of two percent in AIR over the quarter.

English weekly India Today comes in at No. 3 with an AIR of 1.66 lakh, going up four percent over the quarter. However, the daily went down 13 percent or by 24,000 over the year.

Fourth in line was Marathi weekly Saptahik Sakal with yet another 1.66 lakh readers, a quarter percent decline in it AIR over the year. The magazine also witnessed a decline of 17 percent over the quarter.

English monthly Reader’s Digest appeared at No. 5 with an AIR of 1.37 lakh in 2011 Q2 from AIR of 1.53 lakh in 2010 Q2. In the 2011 Q1, the magazine contributed an AIR of 1.21 lakh to the state, up 13 percent as compared to the latest quarter.

Hindi magazine Meri Saheli managed to survive at the sixth spot with a decline of 10 percent or losing 9,000 readers from an AIR of 88,000 in 2010 Q2. However, the paper saw a corresponding increase of 10 percent over the year, gaining 7,000 readers to its 2011 Q2 AIR of 79,000.

Seventh most read marathi monthly Lokrajya has taken the biggest hit registering at an AIR of 74,000 in 2011 Q2, a loss of 43 percent as compared to an AIR at 1.29 lakh in 2010 Q2. The magazine also saw the maximum drop of 24 percent over the quarter

Hindi monthly Cricket Samrat at No. 8 increased its AIR from 39,000 to 64,000 in 2011 Q2, up 64 percent reflecting the highest increase from the top ten magazines over the quarter. The magazine also increased 7 percent over the year.

Positioned as the ninth, English monthly Stardust settled in with an AIR of 63,000 in 2011 Q1 over an AIR of 62,000 in the corresponding quarter last year. The percentage growth for the same magazine remained unchanged quarter on quarter

English weekly Outlook thrived successfully at the tenth position with an AIR of 51,000 in 2011 Q2, gaining 89 percent or 24,000 readers over the year - the largest share of readers over the year from the top ten magazines. The weekly also registered a 31 percent increase over the quarter, gaining 12,000 readers which equals to half of the 24,000 readers gained from the previous years.

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