Amid fall in average issue readership (AIR) of most language publications, Malayalam publications offer a ray of hope, with both newspapers and magazines witnessing robust growth. As per the Indian Readership Survey (IRS) 2009 R1 data, four of the top five Malayalam dailies have seen a rise in AIR.
Malayala Manorama continues to be the most popular Malayalam daily and has registered an AIR of 9,183,000 in R2, as compared to 8,883,000 in 2009 R1, a growth of 3.38 per cent.
Its nearest rival, Mathrubhumi, also grew 4.13 per cent from 6,413,000 in R1 to 6,678,000 in R2. Deshabhimani, which ranks No 3 among the Malayalam dailies, has seen a jump in AIR to 2,027,000 in R2 from 1,662,000 in 2009 R1, a growth of 21.96 per cent.
In fourth position is Kerala Kaumudi, which has registered an AIR of 895,000 in the latest round from 725,000 in 2009 R1, a growth of 23.45 per cent in its AIR.
Madhyamam, which ranks fifth among the dailies, is the only publication to register a decline, dropping 18.94 per cent.
Magazines too have a growth story to tell
Malayalam magazines, too, are on a roll with four of the top five Malayalam magazines witnessing growth. Vanitha is the most read Malayalam magazine, growing 10.73 per cent from 2,619,000 in R1 to 2,900,000 in R2. Malayala Manorama (Weekly) is ranked second with an AIR of 1,609,000 in R2 as compared to 1,400,000 in R1, a growth of 14.93 per cent. Balarama has seen a 5.02 per cent growth in AIR to 1,507,000 in the latest round from 1,435,000 in R1.
Fourth ranked Mathrubhumi Arogya Masika is the only Malayalam magazine among the top five to have de-grown. The magazine has registered an AIR of 1,048,000 in R2, as against an AIR of 1,061,000 in 2009 R1, a marginal drop of 1.23 per cent.
The highest growth in AIR among the top five Malayalam magazines has been recorded by Mathrubhumi Thozhil Vartha, which ranks fifth. The magazine has recorded a growth of 23.07 per cent, from 776,000 in 2009 R1 to 955,000 in R2.