With an AIR (Average Issue Readership) of 1.16 crore for ‘Any Telugu’ dailies in IRS 2011 Q1, readership of Telugu dailies have fallen by 2.45 per cent in 2011 Q1, as compared to the corresponding period in 2010. Telugu weeklies, too, have witnessed decline of 11.84 per cent in readership, losing 87,000 readers in a year’s time.
Eenadu remains the most read Telugu daily in the country, garnering an AIR of 59.91 lakh. The daily has seen a marginal growth of 0.81 per cent in IRS 2011 Q1. Sakshi has also seen a growth in AIR from 45.64 lakh in 2010 Q1 to 50.42 lakh in the latest quarter, a hike of 10.47 per cent.
With the highest decline of 70.51 per cent in readership, Vartha has lost nearly 8.75 lakh readers in a year’s time. Andhra Bhoomi has also seen double digit decline of 22.74 in AIR. On the other hand, Andhra Prabha has gained 19,000 more readers in this period.
Among Telugu weeklies, Andhra Bhoomi Sachitra Vara Patrika has seen the steepest decline in AIR of 18.26 per cent at 94,000 in IRS 2011 Q1. The Telugu edition of India Today, on the other hand, has grown by 3.54 per cent, registering an AIR of 1.17 lakh in 2011 Q1. With an AIR of 4.69 lakh, Swati Sapari Vara Patrika has witnessed a marginal dip of 0.64 per cent.
Monthly magazine Swati has also witnessed a negative trend, registering an AIR of 64,000 in IRS 2011 Q1, a fall of 55.56 per cent as compared to the corresponding period of 2010.