According to the Indian Readership Survey (IRS) 2011 Q2 results, the average issue readership (AIR) figures for the top three Gujarati dailies – Gujarat Samachar, Divya Bhaskar and Sandesh – have either remained stable or shown some growth over last year. The second rung of dailies has, however, seen decline.
Gujarat Samachar has maintained its top spot with a marginal increase of over 2,000 readers from Q2 2010 – the publication’s AIR in Q2 2011 is 5,220,000 in comparison to the 5,218,000 of last year. However, when compared to the last quarter of this year, Gujarat Samachar has dropped by 1 per cent.
Divya Bhaskar continues to stay in the second spot with an addition of 1.90 Lac readers over last year. However, the publication has remained constant in its readership in comparison to Q1, 2011.
In the top order, Sandesh, which takes the third spot, has seen growth not only in comparison to last year, but also when compared to last quarter. In all, Sandesh has added 2.02 Lac readers in the last one year, taking its current AIR to 3,329,000.
There was a decline in AIR for Saurashtra Samachar, Bombay Samachar and Gujarat Mitra & Darpan compared to last year. Saurashtra Samachar saw the highest drop of 31 percent (from 334000 in Q2 2010 to 230000 in Q2 2011). Bombay Samachar witnessed a dip of nine percent taking the publication from 215,000 of Q2 2010 to its current AIR of 195,000.
Gujarat Mitra & Darpan dropped by five percent and now has an AIR of 1, 76,000.
Meanwhile adding 12,000 readers, Gujarati Mid-day registered an AIR of 124,000 in Q2 2011. The Kutch Mitra recorded an increase of five percent as compared to last year. Akila has seen the same growth since last year.
Two out of three Gujarati magazines have seen a drop in readership from last year and even in the last quarter. However, the weekly magazine, Abhiyaan, has witnessed a 17 percent increase from last year from 59,000 to 70,000 readers while a decline by 1 per cent from last quarter.