Not much change is seen in readership trends of newspapers in the state of Orissa in the IRS Q3 2010 results. Oriya daily Sambad continues as the leading newspaper in the state, while The Times of India has maintained its lead among English publications.
When one sees the top five dailies, the picture is grim with just one paper – Dharitri – seeing positive growth.
Sambad has recorded an AIR of 1,538,000 and has maintained its leadership position among newspapers in Orissa. However, the paper has seen a decline of 4.23 per cent. Samaj is ranked second with an Average Issue Readership (AIR) of 1,464,000. The paper, too, has seen a decline of 2.20 per cent in readership.
Dharitri at No. 3 has recorded a 4.94 per cent growth in its AIR at 1,387,000. On the other hand, The Samaya, has clocked an AIR of 297,000, down 12.90 per cent from its Q2 figure of 341,000.
The Times of India, too, sees a negative growth of 2.62 per cent in readership, though the paper remains the most read English daily in Orissa. The paper has recorded an AIR of 186,000.
The AIR of The New Indian Express remains unchanged at 124,000 and paper is ranked seventh in the overall list.
The Hindu has seen a fall of 17.65 per cent its AIR – from 34,000 in Q2 to 28,000 in this quarter. The paper is ranked 11th in the overall list.
Oriya daily Anupam Bharat has recorded an AIR 140,000 and has grown 16.67 per cent, while Prajatantra has seen an AIR of 103,000, a growth of 6.19 per cent.
In the Hindi daily domain, Dainik Jagran has seen a growth of 2.44 per cent in its AIR at 42,000. It is the most read Hindi daily in the state. Overall, the paper is ranked ninth.
Nava Bharat (Mah/Chh) has seen the highest growth of 50 per cent in the Orissa market. The paper has recorded an AIR of 30,000 in this 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.]