The downturn in Average Issue Readership (AIR) continues. According to Indian Readership Survey (IRS) 2009 R2 data, all top five Assamese dailies have shown a decline in AIR.
Asomiya Pratidin continues its massive lead among Assamese dailies with an AIR of 1,225,000 in R2 as against 1,250,000 in R1, a decline of 2.00 per cent. Asomiya Khabar, the second most read newspaper, has also seen a decline of 1.59 per cent from an AIR of 378,000 in 2009 R1 to 372,000 in R2. Dainik Agradoot declined 4.70 per cent from 362,000 in 2009 R1 to 345,000 in the latest round.
Sadin, which ranks fourth among Assamese newspapers, witnessed a sharp decline of 12.94 per cent in its AIR to 296,000 in R2 from 340,000 in 2009 R1. Amar Asom in fifth position has registered a marginal decline of 0.78 per cent from 257,000 in 2009 R1 to 255,000 in R2.
Assamese magazines in double digit fall
Assamese magazines are also in the red, with all four Assamese magazines witnessing a drop in AIR. In fact, three of the four magazines have seen double digit fall.
Bismoi, however, continues its massive lead with an AIR of 409,000 in R2, down from 477,000 in 2009 R1, a decline of 14.26 per cent. Priyo Sakhi has emerged as the second most read magazine with AIR of 263,000 in R2 from 286,000 in R1, a decline of 8.04 per cent, which is the lowest fall among the Assamese magazines.
Nandini declined 14.10 per cent to 262,000 in R2 from 305,000 in the previous round, while Prantik saw the biggest fall in AIR of 19.72 per cent from 142,000 in 2009 R1 to 114,000 in the latest round.