Three of the top five dailies in the Rajasthan market have recorded growth in the Average Issue Readership (AIR) as per the IRS Q3 2010 results. Magazines have, however, seen a dismal performance with just one out of the top five recording positive growth.
Among the top five dailies in Rajasthan, four are Hindi language dailies, while The Times of India is the sole English daily to feature in the top five list.
Rajasthan Patrika leads the pack with an AIR of 7,135,000 in Q3, as compared to 6,805,000. The paper has seen a growth of 4.84 per cent. Dainik Bhaskar follows, but has seen a miniscule decline of 0.2 per cent in its readership, which stands at 6,104,000, as opposed to 6,121,000 in Q2. Hindi daily Dainik Navjyoti is at No. 3 with a readership of 417,000 in Q3 and a growth of 5.3 per cent.
The Times of India has also seen a growth in AIR of 2.57 per cent. The paper’s Q3 AIR stands at 199,000, as against the Q2 figure of 194,000. Punjab Kesari (Hindi) has seen a decline of 7.73 per cent in its readership – from 168,000 in Q2 to 155,000 in this quarter.
Compared to the dailies, magazines in Rajasthan are witnessing a tough time with four of the top five reporting negative growth. Pratiyogita Darpan leads among magazines with an AIR of 358,000 in Q3, a decline of 8.9 per cent over its Q2 figure of 393,000.
Chotu Motu is at No. 2 and is the only one among the top five magazines to have recorded a growth in its AIR. The fortnightly magazine has seen a growth of 16.94 per cent in it AIR, which stands at 283,000 in Q3, as against 242,000 in the previous quarter.
Grih Shobha, Balhans, and Aha! Zindagi have seen decline in readership. Grih Shobha has seen a decline of 9.36 per cent in its AIR, which stands at 213,000. Balhans has seen the steepest drop in readership in the Rajasthan market of 12.9 per cent – from 217,000 in Q2 to 189,000 in the current quarter. Aha! Zindagi has seen a decline of 10.76 per cent and its AIR now stands at 174,000, which was 195,000 in Q2.
[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.]