Led by the growth of Hindustan and Prabhat Khabar, with both adding nearly 4 lakh readers in a year, the AIR (average issue readership) of ‘Any Hindi’ daily in Bihar has reached 63.96 lakh as per the Indian Readership Survey 2011 Q1 data, a growth of 7.59 per cent as compared to last year. Meanwhile, in percentage terms, English dailies have grown by 4.15 per cent, however, adding just 10,000 more readers in actual terms.
Barring Rashtriya Sahara and Inext, all Hindi dailies in the list of top ten dailies have witnessed their AIR numbers heading north. Hindustan seems to be a clear leader in the state reporting an AIR of 47.29 lakh, adding 2.54 lakh readers during the year. At second position, Dainik Jagran has maintained its growth, adding 42,000 readers, which takes its AIR to 25.68 lakh. Meanwhile, Prabhat Khabar has added 1.63 lakh new readers as its AIR shoots up to 3.36 lakh, a massive growth of 94.22 per cent. However, there is no change in the AIR of Hindi daily Aj, which remains at 2.69 lakh in IRS 2011 Q1, the same as the corresponding period of last year.
Meanwhile, there was much cheer for the English dailies in the state, with ‘Any English’ daily reporting an AIR of 2.51 lakh, up from 2.41 lakh last year. Adding 5,000 new readers, The Times of India has registered an AIR of 1.51 lakh, a growth of 3.42 per cent as compared to last year. Hindustan Times has recorded an AIR of 84,000, adding 4,000 readers. Interestingly, adding 14,000 readers, The Hindu has emerged as the highest gainer in terms of AIR among the top ten, registering an AIR of 23,000. This apart, the Economic Times has doubled its AIR from 8,000 last year to 16,000 in IRS 2011 Q1.