The readership story for Telugu publications is not a very happy one with both dailies and magazines witnessing decline as per the Indian Readership Survey (IRS) 2009 R2 data.
Among the dailies, Eenadu leads, but has registered a decline of 4.63 per cent in average issue readership (AIR). Following Eenadu is Sakshi, the recently launched daily, which seems to have a stronghold over its audience to reach the second position with an average issue readership of 4,556,000. Andhra Jyothi at No 3 has recorded a decline of 9.81 per cent, while Vartha at No 4 has seen the maximum decline in AIR of 26.10 per cent. Andhra Bhoomi has registered a 6.53 per cent growth, while Andhra Prabha at No 6 has registered a decline of 22.81 per cent. Surya is placed seventh with an AIR of 83,000 in this round.
The decline trend is no different for Telugu magazines with all Top 10 magazines showing decline. Swati Sapari Vara Patrika, the most read Telugu magazine, has seen a decline of 14.08 per cent, while Swati at No 2 has seen an 11.65 per cent decline. Annadata has registered a decline of 13.99 per cent, while the Telugu version of India Today is at the fourth position with a 15.58 per cent decline in AIR. Andhra Bhoomi Sachitra Vara Patrika has declined by 14.05 per cent. Sitara, which is at the sixth position, has registered the maximum decline of 35.71 per cent.