As per the IRS 2010 Q4 readership figures released by Media Research User’s Council, four out of top five English dailies in Mumbai, have seen decline in readership.
Hindustan Times has maintained positive growth among the top five dailies in the region.
The Times of India, with an AIR (Average Issue Readership) of 15.51 Lac, has seen a marginal decline of 0.51 per cent in readership as compared to IRS Q3 results.
Compact daily, Mumbai Mirror with a negative growth of 5.95 per cent has registered an AIR of 6.96 Lac.
Meanwhile, Hindustan Times is the only daily among the top five that could achieve positive growth of 3.55 per cent in readership and acquired an AIR count of 6.13 Lac. Last round HT had an AIR figure of 5.92 Lac.
DNA with a marginal decline of 0.35 per cent over last round has been able to gain an AIR of 5.73 Lac in the IRS 2010 Q4.
Mid Day with an AIR figure of 3.45 Lac has seen major double digit decline of 10.85 per cent as against the Q3 results of IRS.
In the lower order of the top 10 dailies in Mumbai, at number six, business daily, The Economic Times, has seen a decline in readership. ET has de-grown by 5.41 per cent as compared to previous rounds, and has registered an AIR of 1.75 Lac in Q4.
Given their lower base, The Indian Express and Mint see double digit growth of 10.20 and 19.23 per cent, respectively. Indian Express’s AIR in Q4 was 54,000 and Mint was 31,000.
Business Standard, with 6.25 per cent growth against Q3, is at an AIR of 17,000.
Business daily, Financial Express has further declined by 10 per cent in readership and is now at 10,000 AIR.