Dailies have been able to chart a growth story in Madhya Pradesh, with just three of the top 15 papers showing a decline in Average Issue Readership (AIR) as per the IRS Q3 2010 results. Hindi dailies rule in the state, with The Times of India, the top English daily in the state, coming in at No. 9 in the overall top 15 list. However, there are no major changes in the ranking of the most read Hindi newspapers in Madhya Pradesh.
Dainik Bhaskar has maintained its leadership position among the dailies, registering an AIR of 3,357,000, up 4.87 per cent from its Q2 figure of 3,201,000. NaiDunia follows at No. 2 with an AIR 1,081,000, as against an AIR of 982,000 in the previous quarter, a growth of 10.08 per cent.
Patrika, ranked third, has seen a 29.24 per cent jump in its AIR at 937,000 from 725,000 in Q2. Raj Express’ growth is a more modest 0.98 per cent. The paper has seen an AIR of 618,000 in Q3, as against the Q2 figure of 612,000.
On the other hand, Nava Bharat and Dainik Jagran at No. 5 and No. 6, respectively, have witnessed decline in readership. Nava Bharat has clocked an AIR of 331,000 in Q3, down 4.89 per cent from its Q2 figure of 348,000. Dainik Jagran has recorded a drop of 12.68 per cent in its AIR – from 339,000 in Q2 to 296,000 in this quarter.
Meanwhile, Hari Bhoomi has seen a steep climb of 35.55 per cent in its AIR, which stands at 286,000 in the current quarter. NavDunia, too, has seen a healthy readership growth of 21.68 per cent, recording an AIR of 174,000.
News Today is the third daily to have seen a decline in its AIR in the Madhya Pradesh market. The paper has recorded an AIR of 55,000, down 14.06 per cent from its Q2 figure of 64,000.
Among English dailies, The Times of India has seen a growth of 1.43 per cent, with its Q3 AIR at 71,000 from 70,000 in the previous quarter. Hindustan Times is the second most read English daily in Madhya Pradesh with an AIR of 40,000, up 5.26 per cent from its Q2 figure of 38,000.
The Economic Times has seen a growth of 22.22 per cent in readership, while The Hindu has seen a 50 per cent jump in its AIR.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]