The upcoming State Assembly elections in Punjab may give the much needed fillip to the Punjabi newspaper market, but for now, the Indian Readership Survey 2011 Q2 results have show mostly negative trends for Punjabi dailies. Barring Ajit, which has grown by 3 per cent over the previous quarter, the other two dailies surveyed – Jag Bani and Punjabi Tribune – have witnessed decline in their AIR.
Registering an AIR of 11.65 lakh, Ajit has maintained its top position among the Punjabi newspapers. The daily has added almost 35,000 AIR over the previous quarter, and an AIR of 34,000 as compared to IRS 2010 Q2.
With a loss of 5 per cent, the current AIR of Jag Bani has come down to 9.74 lakh, as compared to 10.29 lakh in the previous quarter. Further, the daily has seen a loss of an AIR of 52,000 over last year.
The biggest loss in AIR was reported by Punjabi Tribune, which has registered an AIR of 1.38 lakh, losing 1.57 lakh readers as against last year (a decline of 53 per cent). The daily had lost almost 40,000 AIR (a decline of 22 per cent) over the previous quarter.