IRS2011Q2 IRS 2011 Q2: Hindustan, Prabhat Khabar lead in Jharkhand; top periodicals lose readers

IRS 2011 Q2: Hindustan, Prabhat Khabar lead in Jharkhand; top periodicals lose readers

Author | Sai Prasanna | Thursday, Oct 13,2011 10:45 AM

 IRS 2011 Q2: Hindustan, Prabhat Khabar lead in Jharkhand; top periodicals lose readers

Mirroring the trend in neighbouring state Bihar, topline dailies in Jharkhand have also witnessed a surge in their average issue readership (AIR) as per the IRS 2011 Q2 results. The top three dailies out of the top 10 alone have witnessed an increase of 8.53 lakh readers. The total from all the seven dailies that have seen an increase in AIR stands at 8.84 lakh as compared to the same period last year. The decline in AIR of the other three players among the 10 comes to 24,000.

While Hindi as well as English dailies both making it to the top 10, the top 4 spots have been secured by Hindi players. Continuing with its reigning streak, Hindustan has secured 3.08 lakh readers, a 21 percent increase in AIR from last year. Prabhat Khabar, trailing behind at No.2 by a considerable margin, has seen the highest spike in AIR – 3.61 lakh, a 23 percent gain.

Dainik Jagran at No.3 added 1.84 readers, an increase in its AIR by 23 percent year-on-year. I Next saw a 5 percent quarterly increase in AIR, and Ananda Bazar Patrika, the only Bengali daily to secure a place in the top 10, added 15,000 readers, a 58 percent increase in AIR.
The Telegraph appears first among other English dailies at No.5 registering an 8 percent year-on-year increase in AIR (+6,000). The Times of India at No.7 has seen an uptake in AIR by 10,000, a 16% gain.

Hindi daily Aj, unlike in Bihar, saw a drop in AIR (-6,000/7% fall). English dailies Hindustan Times (-14,000/21% drop) and The Economic Times (-4,000/19% drop) saw setbacks in their AIR from last year.

The top 10 periodicals list features just one English magazine. However, the top 16 list witnesses the entry of three more English publications. The decline in AIR is clearly seen with six magazines recording a fall in AIR of 1.11 lakh, the highest being market leader SarasSalil, down by 40,000 readers, a drop of 16 percent. Seeing a reverse of its performance in Bihar, No. 2 Pratiyogita Darpan has gone down by 3,000 readers, a 2 percent fall. Monthly magazine MeriSaheli (-4,000/4% fall), the only English magazine to find a spot in the top 10, India Today (-2,000/3% fall), and its Hindi edition (-28,000/29% fall), and Hindi monthly Nandan
(-34,000/36% fall) witnessed a downward curve in their AIR in the state. Among the top 15, Hindi monthly SumanSaurabh also registered a decline in AIR (-1,000/3% fall).

The top AIR gainer in the state among periodicals is Cricket Samrat (+40,000/73% increase). While Hindi fornightly Champak managed to maintain its numbers from last year, the Hindi edition of Vanitha (+9,000/19% increase) and Grehalakshmi (+11,000/29% increase) registered a gain in AIR. The three periodicals have gained an AIR of 60,000 among the top 10. English monthly General Knowledge Today (+4,000/9% increase), Hindi fortnightly Sarita (+2,000/5% increase), quarterly ArogyaSanjivani (+12,000/44% increase), and English monthly Readers’ Digest (+8,000/33%) have also seen an upward trend in their AIR, taking the total gain in AIR from 7 among the 15 players to 86,000.

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