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IRS 2009 R2: Hindi dailies witness growth, while magazine AIR drops

26-November-2009
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IRS 2009 R2: Hindi dailies witness growth, while magazine AIR drops

Magazines have been taking a higher hit in readership than newspapers, as seen in the last few rounds of the Indian Readership Survey (IRS). As per the IRS 2009 R1 data, the story is no different for Hindi magazines. Eight of the Top 10 Hindi magazines have seen a drop in average issue readership (AIR). On the other hand, just one of the Top 10 Hindi dailies has recorded a fall in AIR.

Among the Hindi dailies, Dainik Jagran leads with a 0.15 per cent growth in AIR. Dainik Bhaskar follows at No 2 and has seen a marginal growth in AIR of 0.02 per cent. Hindustan, at No 3, has seen a 0.35 per cent growth, while Amar Ujala has seen a 1.42 per cent growth. Rajasthan Patrika is the sole Hindi daily to have recorded a decline in AIR, falling 2.73 per cent.

Punjab Kesari has seen a 3.13 per cent growth, while Navbharat Times has seen a 4.23 per cent growth in readership. At No 7 is Nava Bharat (Mah/Chh), which has recorded the maximum growth of 10.10 per cent. Prabhat Khabar has seen a 3.81 per cent growth, while Hari Bhoomi has grown by 2.74 per cent.

A look at the Hindi magazines and the story is completely the opposite of Hindi dailies. Saras Salil, the highest read Hindi magazine, has recorded the highest drop in AIR at 14.82 per cent. Pratiyogita Darpan, which is at No 2, has seen a 0.83 per cent drop in readership, while India Today Hindi has dropped by 6.49 per cent. Grih Shobha Hindi at fourth position has registered a 0.75 per cent decline, while Meri Saheli at No 5 has seen a decline of 0.49 per cent.

At No 6 is Cricket Samrat, which, too, has seen a drop of 8.90 per cent. On the other hand, Grehlakshmi at No 7 has recorded a growth of 10.55 per cent. Nirogdham has seen a 5.60 per cent decline, while Champak Hindi and Sarita have seen fall of 11.81 per cent and 5.99 per cent, respectively, in their AIR.

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