Multilingual is what the state of Maharashtra can be called with it being home to nearly 60 newspapers in about 10 different languages, including Marathi, Hindi, English, Gujarati, Urdu, Malayalam, Tamil, Kannada, Telugu and Bengali. However, it comes as no surprise that the publications mostly read are in Marathi, Hindi and English.
The publications in the state have, however, seen a mixed bag of growths and declines, with seven of the top 15 seeing a drop in Average Issue Readership (AIR) as per the IRS Q3 2010 results. The scenario was much better in Q2, when just four of the top 15 had seen decline.
Lokmat leads in this state with a readership of 7,802,000, which is a 5.49 per cent increase in its readership. Daily Sakal follows with a growth of 10.79 per cent, while Pudhari has grown by 3.26 per cent as opposed to its decline in the previous round. Punya Nagari has continued to witness decline in this quarter too, falling 5.64 per cent to record an AIR of 2,059,000. At fifth position is The Times of India, which has seen a growth of 4.95 per cent, registering an AIR of 2,013,000 in Q3. Thus, just one of the top five have seen decline.
Among the publications between No. 6 and No. 10, just two have seen growth. Maharashtra Times, Deshonatti and Mumbai Mirror have shown decline of 2.26 per cent, 8.55 per cent and 3.82 per cent, respectively. Loksatta has grown in readership from 1,082,000 in Q2 to 1,059,000 in Q3, which is an increase of 1.20 per cent. Gujarat Samachar has recorded a growth of 9.28 per cent with an AIR of 777,000 in this quarter.
The next set again sees three of the five dailies in red. Lokmat Samachar and Nava Bharat (Mah/Chh) have grown marginally by 1.13 per cent and 1.66 per cent, respectively. Navakal, Mumbai Choufer and DNA have all shown decline of 7.01 per cent, 6.85 per cent and 5.01 per cent, respectively.
Meanwhile, Hindustan Times and Yeshobhumi have seen growth of 4.66 per cent and 8.95 per cent, respectively. However, Navbharat Times, Saamana and Tarun Bharat (Belgaum, Maharashtra & Goa) have shown decline of 2.50 per cent, 3.62 per cent and 10.51 per cent, respectively.
[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.]