While a few markets have shown decline and a few others a mixed bag, the Karnataka market is one that has largely seen growth in the IRS Q3 2010 results, with just four of the top 15 dailies showing decline. Although it is a largely Kannada language based state, when it comes to choice of languages, publications in English, Marathi and even Tamil are existent among the top newspapers.
All top five dailies are Kannada language papers – Vijay Karnataka, Prajavani, Samyukta Karnataka, Kannada Prabha and Udyavani – in that order. Vijay Karnataka is the largest read newspaper in the state with an Average Issue Readership (AIR) of 3,425,000, which is a 4.80 per cent increase over the Q2 figure of 3,268,000.
Prajavani and Samyukta have both grown by 13.45 per cent and 14.95 per cent, respectively. Prajavani has garnered a readership of 2,910,000, while Samyukta Karnataka is at 1,131,000. Kannada Prabha has clocked a healthy 29.35 per cent growth in AIR at 1,115,000, while Udayavani has garnered a 12.09 per cent increase with a readership of 890,000.
The Times of India has seen a growth of 4.72 per cent in its AIR, which stands at 466,000. Deccan Herald has clocked an AIR of 356,000, up 13.38 per cent.
Kannada daily Sanjavani has grown by a marginal 1.90 per cent, while Bangalore Mirror has grown by a massive 65.71 per cent and has recorded an AIR of 116,000. Deccan Chronicle is the only daily in the top 10 that has seen a decline. The publication has dropped from 116,000 in Q2 to 110,000 in Q3, a decline of 5.17 per cent.
Karavali Ale has gained by a mammoth 151.16 per cent, its readership going up from 43,000 in Q2 to 108,000 in Q3. Daily Thanthi has also seen an increase of 17.65 per cent in its AIR at 100,000.
Both DNA and Daily Sakal have dropped in readership by 22.22 per cent and 5.32 per cent, respectively. Tarun Bharat (Belgaum, Maharashtra & Goa) has dropped by a huge 58.15 per cent, with its readership at 95,000 in Q3 from 227,000 in the previous quarter.
[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.]