The decline trend continues in the Hyderabad market as well as per the Indian Readership Survey (IRS) 2009 R2 data on Average Issue Readership (AIR). Hyderabad MC shows seven of the top 10 publications registering a decline.
Of the top five publications in this market, not a singe publication has shown growth. Eenadu, which is the highest read publication in Hyderabad, has seen a decline of 3.3 per cent in the Hyderabad MC market. However, newly-launched Telugu daily Sakshi has shown an impressive performance, reaching the No 2 position. Deccan Chronicle has seen a 0.6 per cent drop in its AIR, while The Times of India sees a 12 per cent drop, which brings it to the fourth position. Vartha sees a steep decline of 28.4 per cent in its readership figures.
On the other hand, Andhra Jyothi, which is in the sixth position, has seen a 2.2 per cent growth in readership, while Siasat, which is at No 9, too, has seen a 9 per cent growth. Telugu magazine Swati Sapari Vara Patrika recorded an 18.1 per cent drop in readership numbers. The Hindu at No 8 has recorded a decline of 16.5 per cent, while The Munsif has declined by 6.6 per cent.
Hyderabad (Rest of UA) tells no different tale
Eenadu in this market seems to have declined further as compared to Hyderabad MC, with a recorded drop of 8.6 per cent. Here, too, Sakshi takes the second spot. Deccan Chronicle at No 3, however, has shown a growth of 8.7 per cent in this market, while Andhra Jyothi has seen a 5.3 per cent decline. Vartha shows a steep decline of 22.1 per cent in this market as well.
The Hindu has registered a growth of 24.4 per cent in the Hyderabad (Rest of UA) market. Swati Sapari Vara Patrika, however, sees an even steeper decline of 28.8 per cent, when compared to Hyderabad MC market. The Times of India has registered a decline of 8.3 per cent, while Swati has registered a decline of 22.7 per cent. Andhra Bhoomi, on the other hand, has recorded a growth of 23.5 per cent.
It must be observed that publications like Deccan Chronicle and The Hindu, which have seen a decline in Hyderabad MC, have seen growth in Hyderabad (Rest of UA), while Andhra Jyothi, although is at No 4 in the Hyderabad (Rest of UA) market, has seen a decline as compared to Hyderabad MC. Also to be noted is that in the Hyderabad UA market, The Times of India has moved down the ladder, while The Hindu has moved up, when compared to Hyderabad MC.