The decline in the average issue readership (AIR) of Assamese publications has continued in the IRS 2011 Q2 results as well. All top six Assamese dailies surveyed have seen decline in readership over last year, losing almost 3.36 lakh readers, combined. Meanwhile, the AIR of Assamese periodicals has also nosedived when compared to last year as well as the previous quarter.
With the loss of 57,000 readers over last year (a decline of 5 per cent), Asomiya Pratidin has registered an AIR of 11.20 lakh in IRS 2011 Q2. Meanwhile, with 18 per cent yearly decline, the AIR of Asomiya Khabar is hovering around 3.24 lakh. In the last one quarter, the daily has lost 23,000 readers.
On the other hand, Dainik Agradoot is the only daily that has witnessed positive trend in last quarter with a growth of 3 per cent in its AIR. The daily has recorded an AIR of 2.16 lakh in IRS 2011 Q2. Dainik Janambhumi, Amar Asom, Dainik Assam and Ajir Asom have registered sharp decline in their AIR over the previous quarter. Ajir Dainik Batori was not surveyed by the IRS for this quarter.
Decline in AIR has continued for Assamese periodicals as well. With an AIR of 2.99 lakh, Bismoi is the most read daily of the genre. Sadin has reported an AIR of 2.31 lakh in IRS 2011 Q2. Nandini and Priyo Sakhi have also seen decline in AIR over last year. Meanwhile, fortnightly Prantik had lost almost 3,000 readers in the previous quarter, registering an AIR of 78,000 in the latest quarter.