The Indian Readership Survey (IRS) 2011 Q2 results paint a grim picture for Bengali dailies. As compared to 2010 Q2 results, Bengali dailies have lost 9.39 lakh readers, a decline of 6.89 per cent.
Anand Bazaar Patrika is the most read Bengali daily with an AIR of 60.63 lakh in 2011 Q2, however, the paper has seen a 7 per cent drop, losing 4.76 lakh readers since last year.
Meanwhile three dailies – Bartaman, Uttar Banga Sambad, and Dainik Jugasankha – have each recorded a 5 per cent increase over last year. Even though Bartaman, the second largest read Bengali daily, has reported an AIR of 29.66 lakh in 2011 Q2 and Uttar Banga Sambad has got an average issue readership (AIR) of 5.18 lakh, both have recorded a growth rate of only 1 per cent when compared to the previous quarter.
Sanghad Pratidin, the third largest read Bengali daily, has reported a decline of 13 per cent over the year from 11.07 lakh in 2010 Q2, while Ganashakti, the fourth largest Bengali daily, has seen a decline of 18 per cent over last year from with an AIR of 7.90 lakh in 2011 Q2.
Bikeler Pratidin recorded a positive growth of 16 per cent over last year, the publication’s AIR in 2011 Q2 stands at 1.81 lakh as compared to 1.56 lakh last year. The publication also saw a 28 per cent increase from 1.41 lakh in the previous quarter.
Aajkaal, the fifth largest read Bengali daily, has recorded an AIR of 6.34 in 2011 Q2, showing a decline of 20 per cent over last year’s AIR of 7.90 lakh.