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IRS 2009 R2: Kolkata bucks the de-growth trend

IRS 2009 R2: Kolkata bucks the de-growth trend

Author | Cassandra Serpes | Wednesday, Nov 25,2009 8:39 AM

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IRS 2009 R2: Kolkata bucks the de-growth trend

While most publications are seeing a decline in their Average Issue Readership (AIR) in the major markets, Kolkata emerged as a unique market with most of its publications registering growths. In the Kolkata MC market, nine out of 10 publications have shown growth, while in Kolkata (Rest of UA) eight of the 10 publications have shown growth.

Nine out of 10 publications show growth in Kolkata MC

It sure is rare to see nine of the Top 10 publications in Kolkata MC registering substantial growth in AIR. Ananda Bazar Patrika, which is the No 1 player in this market, has seen a growth of 3.5 per cent. The Telegraph follows with a 7.1 per cent growth. Bengali daily Bartaman, too, has seen a 6 per cent growth, while The Times of India sees a 5.6 per cent growth. Hindi daily Sanmarg, which is placed fifth in this market, has seen a growth of 8.5 per cent.

Bengali magazine Sananda is at No 6 and is the only Top 10 publication that sees no change in its AIR numbers. Another Bengali magazine Saptahik Bartaman is the sole publication among the Top 10 to have seen a decline in AIR of 12.5 per cent. On the other hand, both Desh and Aajkaal have grown by 14.4 per cent and 14.6 per cent, respectively, while Bengali fortnightly Unish Kuri, which is placed tenth, has recorded a 23.9 per cent growth, which happens to be the highest growth among the Top 10 publication in Kolkata MC.

Eight of Top 10 show growth in Kolkata (Rest of UA)

The growth story is no different in Kolkata (Rest of UA), with just two publications showing decline in AIRs. Here too Ananda Bazar Patrika is at No 1, with a recorded growth of 2.8 per cent. Bartaman comes in second and has recorded a marginal growth of 0.8 per cent, while The Telegraph at No 3 sees an 11.5 per cent growth. The Times of India has moved a couple of notches higher with a growth of 10.5 per cent. Aajkaal, which is at fifth position, has seen a massive growth of 45.7 per cent.

Sanmarg, like Aajkaal, has seen a huge growth of 34 per cent, which brings it to the sixth position, while Ganashakti with a growth of 30.4 per cent is placed at No 8. Sangbad Pratidin has recorded a growth of 3.3 per cent. Saptahik Bartaman and Sananda are the two publications that have seen a decline of 8 per cent and 11.6 per cent, respectively.

It may be noted that in this market publications such as Sangbad Pratidin and Ganashakti, which do not feature amongst the Top 10 publications of Kolkata MC, have risen above publications like Sananda and Saptahik Bartaman.

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