Tamil newspapers and magazines have not witnessed any growth in average issue readership (AIR) as per the Indian Readership Survey (IRS) 2009 R2 data.
Daily Thanthi continues to be the most popular Tamil daily despite a marginal decline in AIR of 1.16, from 7,605,000 in 2009 R1 to 7,517,000 in R2. Dinakaran, the second most popular Tamil daily, has also seen a fall in AIR from 5,423,000 in 2009 R1 to 5,271,000 in R2, a decline of 2.80 per cent. Dinamalar saw the biggest drop among the top five newspapers at 5.63 per cent, registering an AIR of 3,099,000 in R2 from 3,284,000 in 2009 R1.
Dinamani declined 4.49 per cent, registering an AIR of 617,000 in R2 from 646,000 in R1, while Malai Malar declined 3.77 per cent, registering an AIR of 613,000 in R2 from 637,000 in R1.
Among Tamil magazines, barring Kumudam, which is the most popular Tamil magazine, all the other magazines in the top five list have witnessed double-digit decline.
Kumudam has see a fall of 6.72 per cent in AIR from 1,547,000 in 2009 R1 to 1,443,000 in the latest round. Placed second is Ananda Vikatan, which has seen a 10.51 per cent fall in AIR to 1,201,000 in R2 from 1,342,000 in 2009 R1.
Kungumam has registered an AIR of 914,000 in R2 from 1,104,000 in 2009 R1, a drop of 17.21 per cent, the biggest decline among the top five Tamil magazines. Aval Vikatan, has also seen a double-digit decline in AIR at 14.59 per cent from 651,000 in 2009 R1 to 556,000 in R2. Mangayar Malar has seen a decline of 15 per cent in AIR to reach 459,000 in the latest round from 540,000 in 2009 R1.