The Indian Readership Survey (IRS) 2009 R2 data has thrown rather interesting numbers for Chennai in terms of Average Issue Readership (AIR). Barring The Times of India, all nine of the Top 10 publications in the Chennai MC market have witnessed decline in Average Issue Readership (AIR), while in Chennai Rest of UA, seven of the Top 10 publications have witnessed a decline.
While Daily Thanthi witnessed a decline of 3.3 per cent in Chennai MC thus reaching 705000 in R2 from 729000 in R1 however Daily Thanthi saw an increase of 13.4 per cent in Chennai Rest of UA thus touching 382000 from 337000 which is possibly the highest growth witnessed in Chennai. Kumudam on the other hand is the only other publication in the top ten categories to have witnessed growth. Kumudam grew 122000 in R2 from 121000 in R1 which is merely a growth of 0.8 per cent in AIR. While Kumudam grew 0.8 per cent in Chennai Rest of UA, Kumudam also declined 4.2 per cent thus dropping to 276000 from 288000.
Kungumam has by far witnessed the biggest drop in Chennai MC with 150000 in R2 as against 193000 in R1, a sharp decline of 22.3 per cent. Mangayar Malar witnessed de-growth in both Chennai MC and Chennai Rest of UA. The sharpest drop for Mangayar Malar came from Chennai Rest of UA which saw the publication fall to 30,000 in R2 from39,000 in R1 which is a decline of 23.1 per cent making it the most de-grown publication in Chennai.
The Hindu is another big name to have witnessed de-growth in Chennai MC, the publication declined 10.3 per cent touching 356000 from 397000 AIR. The Hindu is also the third most popular newspaper in Chennai, however in Chennai Rest of UA market The Hindu fell 174000 in R2 from 181000 in R1, a drop of 3.9 per cent.
Ananda Vikatan and Dinamalar are also among those that have seen a decline of 2.9 per cent and 7.5 per cent respectively in Chennai MC. Ananda Vikatan dropped 234000 in R2 from 241000 in R1 while Dinamalar dropped 161000 in R2 from 174000 in R1.
Deccan Chronicle is another publication in Chennai to have de-grown in Chennai however Deccan Chronicle saw a marginal decline of 3.9 per cent in Chennai Rest of UA. In Chennai MC the AIR dropped 107000 in R2 from120000 in R1. Even in Chennai Rest of UA saw a decline in AIR of The Hindu by 3.9 per cent to reach 49000 in R2 from 51000 in R1.
Overall all only two publications, Daily Thanthi and Kumudam have reportedly witnessed some amount of growth and that too in Chennai Rest of UA market, the remaining publications mainly the top publications are the ones to have seen a decline in their AIR.