Both newspapers and magazines have mostly recorded growth in readership in Uttar Pradesh as per the IRS Q3 2010 results. While all top five dailies have seen growth in AIR, four of the top five magazines have recorded growth in AIR, beating the general decline trend seen in magazines nationally.
Dainik Jagran has retained its No. 1 position among dailies in the state with an AIR of 8,945,000, a growth of 1.11 per cent over its Q2 figure of 8,847,000. Amar Ujala continues as the No. 2 daily in Uttar Pradesh, The paper, too, has seen a growth in AIR of 3.42 per cent at 6749,000 from 6,525,000 in the previous quarter.
Among the top five dailies, Hindustan is the top gainer in terms of readership with a growth of 9.25 per cent. The paper’s Q3 AIR stands at 3,189,000, as against 2,919,000 in the previous quarter.
Aaj is ranked fourth with an AIR of 681,000, up 6.91 per cent from its Q2 figure of 637,000. Rashtriya Sahara at No. 5 has seen a growth of 8.78 per cent in its AIR, which stands at 570,000.
Meanwhile, i-Next, DLA, Punjab Kesari and Dainik Bhaskar are the dailies that have registered negative growth in readership. Navbharat Times, on the other hand, has recorded a growth of 9.76 per cent in its AIR. The paper is ranked eighth among the top 10 dailies in Uttar Pradesh.
Among the magazines, Saras Salil continues to be the most read in Uttar Pradesh. Its Q3 AIR stands at 735,000, a growth of 12.21 per cent over its Q2 figure of 655,000.
Pratiyogita Darpan, which is ranked second, has seen a robust growth of 23.82 per cent. The monthly magazine’s AIR stands at 577,000 in Q3, as against an AIR of 466,000 in the previous quarter.
On the other hand, Grehlakshmi is the only magazine among the top five to have seen a decline in readership. The monthly magazine has seen a 1.36 per cent fall in its AIR – from 369,000 in Q2 to 364,000 in the current quarter.
With positive growth in readership, Cricket Samrat and India Today (Hindi) are ranked fourth and fifth, respectively. While Cricket Samrat has seen a growth of 2.64 per cent, India Today (Hindi) has seen a growth of 2.73 per cent.
Meri Saheli, Vanitha (Hindi), Nirogdham and Sarita are the other magazines among the top 15 periodicals that have seen decline in readership.
On the other hand, Grih Shobha, Manohar Kahaniyan, Jagran Sakhi, Champak (Hindi), Nandan and Outlook Hindi have recorded positive growth in readership.
[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.]