With the IRS going quarterly in 2010, the exchange4media analysis of quarter to quarter results shows mixed results for Bengali dailies. Most read Bengali daily Ananda Bazar Patrika has seen decline in readership throughout the year, Bartaman has had ups and downs in readership during 2010.
With a loss of average issue readership (AIR) of 3.6 lakh in the latest quarter as compared to Q1 2010, Ananda Bazar Patrika has registered an AIR of 61.72 lakh in Q4. It was only in Q2 when the daily had added 7,000 more readers, but since then, the daily has witnessed a consistent decline in readership.
The first three quarters brought cheer for Bartaman in the year 2010. But with the loss of marginal number of readers in Q4, the daily achieved an AIR of 30.22 lakh. It may be noted that in Q1 2010, the paper had garnered an AIR of 26.52 lakh.
With ups and downs in the readership, Sangbad Pratidin garnered AIR of 10.11 lakh as per IRS Q4 2010. In Q1, the daily had recorded an AIR of 10.44 lakh.
The decline in readership graph continued the entire year for Ganashakti. While at the beginning of the year the daily had registered an AIR of 10.05 lakh, in the subsequent quarters Ganashakti lost 2.26 lakh readers.
The story is no different for Aajkaal, which has recorded 7.73 lakh readers in Q1 2010. Its AIR has declined to 6.75 lakh in Q4.
Most of the other dailies have also seen consistent ups and downs in AIR numbers throughout the four quarters.
Meanwhile, growth for top line dailies was seen from Q1 to Q4. However, other than Karmakshetra and Saptahik Bartaman, very few charted the growth trends in the Bengali periodicals segment.