The Indian Readership Survey 2011 Q1 data does not have much cheer for Bengali dailies. As compared to the IRS 2010 Q1 data, ‘Any Bengali’ dailies have lost 5.57 lakh readers, a decline of 5.32 per cent. Meanwhile, surprisingly, periodicals – weekly, fortnightly and monthly – have been able to attract more readers since the IRS 2010 Q1 results.
As per IRS 2011 Q1 data, seven out of top ten dailies have seen decline in their readership numbers. Bartaman, Uttar Banga Sambad and Dainik Jugasankha are among the dailies that have managed to record positive growth in AIR (Average Issue Readership) numbers, as compared to IRS 2010 Q1.
Ananda Bazar Patrika is the most read Bengali daily with an AIR of 61.18 lakh, but has seen a decline of 6.34 per cent in IRS 2011 Q1 as compared to the corresponding quarter of IRS 2010. Bartaman is the only daily among the top five to have shown positive growth in readership numbers. The paper reported an AIR of 29.30 lakh, adding 2.78 lakh new readers since IRS 2010 Q1 results.
Sangbad Pratidin has reported an AIR of 10.07 lakh, while Ganashakti has got an AIR of 7.61 lakh – both papers have reported a decline of 3.54 per cent and 24.28 per cent, respectively, as against the IRS 2010 Q1 results.
With a decline of 15.01 per cent, Aajkal is the fifth most read Bengali daily, recording an AIR of 6.57 lakh in IRS 2011 Q1.
Meanwhile, weekly magazines in Bengali language have added 5.32 lakh more readers, while Bengali fortnightlies have added 51,000 new readers. Bengali monthlies have added a thousand new readers as per the IRS 2011 Q1 data.