In the Kerala market, IRS 2010 Q4 results show that there is further decline in the AIR (Average Issue Readership) figures, even as some gains are seen among the top ten dailies. Among the top five dailies, four have seen decline.
Malayala Manorama has seen a marginal decline of 0.12 per cent and its readership figure stands at 98.01 lakh in Q4 as compared to 98.13 lakh in Q3. Mathrubhumi has seen a decline of 0.53 per cent in Q4. While both these dailies have seen miniscule declines, Deshabhimani at number three has seen a growth of 3.32 per cent and its Q4 AIR stands at 23.68 lakh.
Kerala Kaumudi has seen a decline of 14.31 per cent in Q4. The Hindu, too, has seen a decline of 2.06 per cent.
Notable is the growth of The New Indian Express, which is at 9.45 per cent, and Dinamalar, which is at 10.53 per cent. The Economic Times, however, has seen a decline of 11.76 per cent in Q4.