Most Oriya publications are being rejected by the readers, as the average issue readership (AIR) for Oriya dailies and Oriya weeklies has seen a negative growth of 3.36 per cent and 15.25 per cent, respectively, as per the IRS Q1 2011 figures, as compared to the period last year. The AIR for any Oriya dailies stands at 35.64 lakh, down from 36.88 lakh in Q1 2010, a loss of 3.36 per cent.
The negative trend across dailies, barring Dharitri was reported last year too. Sambad, with an AIR of 15.81 lakh, though still the leader amongst Oriya dailies, saw a loss of 65,000 average issue readers, in Q1 2011, over Q1 2010.
The only solace for Oriya press, Dharitri, is fast catching up and threatening to overthrow Sambad from its leadership position, recording an AIR of 14.42 lakh, an addition of 88,000 average issue readers, a growth of 6.5 per cent.
Meanwhile, Samaj, with a decline of 1.19 per cent, could only manage an AIR of 14.1 lakh, down from 14.27 lakh in Q1 2010.
The biggest blow, however, is borne by The Samay, which has lost 1.6 lakh average issue readers, a dip of 42.67 per cent. Its current AIR stands at 2.15 lakh.
Amongst the periodicals, the only weekly to be surveyed, The Saptahik Samay, has seen its AIR diving from 3.61 lakh in Q1 2010 to 3.06 lakh, a loss of 15.24 per cent.