Amid sporadic curfews and a ban on newspapers for some time, publications in Jammu and Kashmir operate under probably some of the toughest market conditions in India. It’s a mixed bag for both dailies and magazines in the state. While the top two dailies have seen a decline in Average Issue Readership (AIR), The Times of India has recorded the highest growth.
Amar Ujala is the most read paper in the state, but has seen a 1.79 per cent fall in AIR at 110,000. English paper Daily Excelsior, which is ranked second in the state, has also seen a fall in AIR of 3.09 per cent. The paper has recorded an AIR of 94,000 in this quarter.
On the other hand, Hindi dailies Punjab Kesari and Dainik Jagran have seen growth. While Punjab Kesari has recorded a growth of 8.11 per cent (Q3 AIR at 40,000), Dainik Jagran has seen a growth of 8.33 per cent (Q3 AIR at 26,000).
The Times of India has recorded the highest growth among dailies at 14.29 per cent. The daily’s Q3 AIR stands at 8,000. Hindustan Times with an AIR of 7,000 has recorded the steepest fall of 12.50 per cent. The Tribune has seen a Q3 AIR of 4,000.
Periodicals have fared better with the top three in the state witnessing robust growth. General Knowledge Today is the most read magazine and has recorded a whopping 233.33 per cent growth. The monthly’s Q3 AIR stands at 10,000 from 3,000 in the previous quarter.
India Today at No. 2 has recorded a growth of 25 per cent in it AIR, which stands at 5,000. Outlook Money has also seen a jump in its AIR of 33.33 per cent at 4,000.
Monthly magazine Competition Success Review, on the other hand, has seen a fall of 25 per cent in its AIR. The other magazines to seen witness negative growth are Outlook (33.33 per cent), Grih Shobha (50 per cent) and Manorama (50 per cent).
[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.]