Slow growth in average issue readership (AIR) of most of the dailies in Delhi raises a question - has the newspaper market in Delhi reached saturation point? While a clear picture will emerge in the forthcoming quarterly results of the Indian Readership Survey (IRS), recent readership trends do raise an alarm bell…
With minimal decline in readership, Hindustan Times is the most read newspaper in the National Capital. The daily has registered an AIR of 19.48 lakh, losing 13,000 readers over last year. Adding 25,000 readers in a year, The Times of India has recorded an AIR of 19.10 lakh. Meanwhile, tabloid daily Mail Today is making its presence felt in the city with a growth of 3 per cent in a year, taking its AIR at 2.09 lakh.
The Hindu has also managed to add few more readers in a year’s time, taking its AIR to 1.13 lakh in the IRS 2011 Q2 results. The Indian Express, with an AIR of 39,000, has lost almost 12,000 readers over last year. The Tribune, on the other hand, has seen marginal growth in readership over last year as well as in the previous quarter. With an AIR of 7,000, Mid Day lost 2,000 readers over last year.
Meanwhile, business dailies have had a good year in the city. While the AIR of The Economic Times has grown by 3 per cent year-on-year, six-day daily Mint added 29,000 readers – a whopping growth of 27 per cent. However, Business Standard has been exception, losing almost 20,000 readers over last year.
In the magazine domain, India Today is still the leader with an AIR of 2.53 lakh, but it has seen decline in its AIR over last year as well as in the previous quarter. Declining trend continues for Readers Digest as well, as it registered an AIR of 1.58 lakh, with a y-o-y decline of 5 per cent.
Meanwhile, Champak, Femina and Competition Success Review have been able to attract more readers as all three have seen growth in AIR over last year.