With an overall decline of 5.39 per cent in AIR (Average Issue Readership), the top six Tamil dailies have reported negative trends as per the Indian Readership Survey (IRS) 2011 Q1 data. Tamil weeklies have lost nearly 6.78 lakh readers, registering an AIR of 23.72 lakh. Fortnightly and monthly magazines have also witnessed declining trends in average issue readership.
Daily Thanthi, with an AIR of 71.87 lakh, has reported a growth of 2.26 per cent as against the IRS 2010 Q1 results. Dinakaran is the second most read Tamil daily, however, the paper has seen a loss of AIR of 70,000. Dinamalar has recorded an AIR of 25.74 lakh, a hike of 14 per cent. Dinamani has reported an AIR of 4.82 lakh.
Malai Malar, on the other hand, has seen a loss of nearly 2 lakh in AIR and is down at an AIR of 4.11 lakh. Tamizh Murasu has lost 50,000 readers in a year’s time, registering an AIR of 1.14 lakh in IRS 2011 Q1.
Barring Kalki, six of the top seven Tamil monthlies have reported negative growth in readership. Kumudam, with an AIR of 10.66 lakh, has reported growth of 17.87 per cent in IRS 2011 Q1. Ananda Vikatan has seen a decline of 17.15 per cent, reporting an AIR of 8.79 lakh in the latest quarter.
Meanwhile, Kungumam has lost 2.26 lakh readers, registering an AIR of 7.25 lakh in IRS 2011 Q1. Both Rani Weekly, the Tamil edition of India Today, and Thuglak have also reported negative trends.
Tamil fortnightly magazines have lost 3 lakh readers in a year’s time as per the IRS 2011 Q1 data.