Kannada publications have also seen decline in average issue readership (AIR) as per the Indian Readership Survey (IRS) 2009 R2 data. Four of the five newspapers have seen a decline in AIR. Prajavani, the second most read Kannada daily is the only paper to have bucked the de-growth trend, registering a 2.35 per cent growth in AIR to 2,043,000 in R2 from 1,996,000 in 2009 R1.
Vijay Karnataka continues its massive lead among Kannada dailies despite a 5.33 per cent fall in AIR, from 3,622,000 in 2009 R1 to 3,429,000 in R2. Udayavani has seen a 2.38 per cent decline in AIR, from 840,000 in 2009 R1 to 820,000 in R2.
In fourth position is Samyukta Karnataka, which, too, has seen a drop in AIR from 815,000 in 2009 R1 to 732,000 in the latest round, a fall of 10.18 per cent., the highest fall among Kannada dailies. Kannada Prabha on, the other hand, has declined to 709,000 in R2 from 712,000 in R1, a fall of 0.42 per cent.
Magazines de-grow in double digits
Four of the top five Kannada magazines have witnessed decline in AIR, with the exception of Roopatara, which registered an impressive growth in AIR of 78 per cent, from 107,000 in 2009 R1 to 191,000 in R2.
Sudha continues to lead among Kannada magazines with an AIR of 277,000 in R2 from 354,000 in R1, a fall of 21.75 per cent. Grih Shobha (Kannada) is ranked second and sees a drop of 26.94 per cent in AIR, the biggest fall, at 198,000 in R2 from 271,000 in 2009 R1.
In the third position is Mangala, which has registered an AIR of 192,000 in R2 from 248,000 in 2009 R1, a fall of 22.58 per cent. Ranked fifth is Taranga, which, too, has witnessed a decline in AIR of 24.87 per cent, from 193,000 in 2009 R1 to 145,000 in R2.