With an addition of 10.99 lakh new readers, Malayalam dailies have seen a growth of 6.20 per cent in readership in IRS 2011 Q1, as compared to IRS 2010 Q1 results. Four out of top five dailies have seen growth in readership. Meanwhile, Malayalam weeklies have seen one of the worst performances with not a single magazine in the Top 13 list seeing growth in AIR (Average Issue Readership) numbers as per the IRS 2011 Q1 data. However, Malayalam monthlies have performed better and reported a growth of 2.48 per cent in readership.
As per the IRS 2011 Q1 results, Malayala Manorama has got an AIR of 99.38 lakh, registering a growth of 3.70 per cent as against the IRS 2010 Q1 results. Mathrubhumi, with an AIR of 68 lakh, has grown by 1.52 per cent, compared to the corresponding period of IRS 2010. Deshabhimani has seen a marginal hike of 0.28 per cent in readership and has recorded an AIR of 21.80 lakh. Meanwhile, Madhyamam has seen double digit growth of 15.45 per cent in readership as compared to IRS 2010 Q1.
Kerala Kaumudi, Mangalam, Kerala Kaumudi Flash and Rashtra Deepika have witnessed declining trends in their readership numbers in the one year period. However, Deepika has been able to register growth of 7.39 per cent and has seen an AIR of 1.89 lakh in IRS 2011 Q1.