The story is not a very happy one for Gujarati publications, with not a single publication in the Top 10 list – both dailies and magazines – seeing growth in average issue readership (AIR), as per the Indian Readership Survey (IRS) 2009 R2 data released on November 23.
Among the Gujarati dailies, Gujarat Samachar is at No 1 position with a decline of 3.84 per cent in its AIR from 5,417,000 in 2009 R1 to 5,209,000 in this round. Divya Bhaskar, which is at No 2 position, has seen the least decline rate of 1.72 per cent from 3,434,000 in the last round to 3,375,000 in R2. Sandesh follows, again registering a fall of 4.6 per cent in AIR from 3,391,000 in 2009 R1 to 3,234,000 in R2, while Saurashtra Samachar has registered a steep decline of 19.64 per cent in AIR from 280,000 in 2009 R1 to 225,000 in the latest round. Bombay Samachar, at the fifth position, has reported an 8.29 per cent fall from 193,000 in 2009 R1 to 117,000 in this round.
Gujarat Mitra & Darpan at No 6 has registered a drop of 27.31 per cent in AIR from 216,000 in 2009 R1 to 157,000 in R2. Kutch Mitra has seen a fall of 4.7 per cent from 149,000 in R1 to 142,000 in the latest round, while Akila has seen a 15.66 per cent drop from 83,000 to 70,000. Mid-Day Gujarati has also seen a 1.89 per cent drop from 53,000 in 2009 R1 to 52,000 in R2.
Among the Gujarati Magazines, Chitralekha, the most read Gujarati magazine, has seen a steep drop of 27.74 per cent in AIR from 137,000 in 2009 R1 to 99,000 in this round. Grih Shobha has seen a 7.89 per cent fall from 76,000 in the last round to 70,000 in R2.
With all the Gujarati publications registering a decline, there sure is an alarm in the market. It will be interesting to see how the Gujarati publications fight back to stem the falling readership trend.