An estimated Rs 100-crore ad market, Jharkhand has continued to see growth in the average issue readership (AIR) of newspapers across languages as per the Indian Readership Survey 2011 Q1 as well. With Hindustan and Prabhat Khabar witnessing double digit increase in AIR, the readership of ‘Any Hindi’ dailies has gone up to 32.68 lakh, a growth of 28.81 per cent as compared to last year.
Adding almost 5 lakh average issue readership in a year, Hindi newspaper Hindustan has reported an AIR of 18.48 lakh, up 28.81 per cent. Meanwhile, Prabhat Khabar has maintained its second position in the state with an AIR of 13.71 lakh, a growth of 36.76 per cent as it added 3.90 lakh readers.
Hindi daily Dainik Jagran has reported an AIR of 9.15 lakh, witnessing a growth of 7.14 per cent. Aj has also been able to add substantial number (33,000 in a year) of readers, taking its AIR to 1.10 lakh. Inext, the bilingual daily from the stable of Jagran Prakashan, has reported an AIR of 80,000 in IRS 2011 Q1.
English dailies in the state have also received positive response from the readers as AIR of ‘Any English’ daily has grown by 10.22 per cent in a year. However, The Telegraph, which is the most read English daily in the state, has seen a decline of 7.69 per cent in its AIR, which stands at 72,000. Leadership of The Telegraph is being strongly challenged in the state by The Times of India as its AIR grows by 33.96 per cent, taking its current AIR to 71,000 – just a thousand less than that of The Telegraph. English daily Hindustan Times has reported an AIR of 57,000, a growth of 3.64 per cent, with the paper adding 2,000 average issue readership in actual terms. With more than a 100 per cent growth, The Hindu has gained momentum in the state, registering an AIR of 21,000.
Bengali dailies have also been able to garner positive trends in the state as AIR of ‘Any Bengali’ daily stands at 50,000, a growth of 51.51 per cent, primarily led by the growth of Bengali daily Ananda Bazar Patrika (AIR of 42,000 and a growth of 40 per cent).