Following the same trend as the previous quarter, Malayalam dailies as well as periodicals have made it to the top of the list in Kerala. While most of the year-on-year percentages point downward, some have seen an increase in the number of readers. Only Malayalam daily Madhyamam at No.4 has seen an increase in AIR by an encouraging 37 percent, arriving at 9.54 lakh from 6.97 lakh last year.
As seen in other markets, the trend of language publications dominating continues to be seen in the Kerala market too, occupying the top 6 spots in the daily list. The daily edition of Malayala Manorama has seen a 1.41 lakh reader addition in AIR over last year – from 97.28 lakh to 98.69 lakh. At No.2, Matrubhumi has added 1.36 lakh readers over the past year although recording a 2 percent increase in terms of percentage. Deshabhimani has seen a downward shift in AIR from 22.76 lakh in Q2, 2010 to 21.05 lakh in Q2, 2011, an 8 percent decline. At the No.5 spot, the daily edition of Mangalam has notched up a decent 9 percent increase in AIR, gaining 46,000 readers in the state. While Kerala Kaumudi at No.6 has seen a 36 percent loss in AIR, the first English daily at No.7, The Hindu also recorded an 18 percent decline year-on-year.
The New Indian Express, the only other English daily to make it to the top 10, has recorded an increase in readership by about 10,000, gaining 5 percent in AIR over last year. Malayalam paper Deepika saw a 6 percent increase while Kerala Kaumudi Flash recorded a 21 percent decline.
Out of the top 10 periodicals in the state, six of them have registered negative year-on-year AIR percentages.
All the spots have been secured by Malayalam publications, with fortnightly Vanitha seated at No.1. However, the magazine has recorded a 3 percent decline in AIR over last year, from 27.15 lakh to 26.40 lakh. This trend continues with No.3 Mathrubhumi Arogya Masika losing 1.46 lakh readers, a 14 percent decline; No.4 Malayalam weekly Balarama recording a 33 percent fall in AIR; weekly Mathrubhumi Thozhil Vartha witnessing a 7 percent drop year-on-year from 8.45 lakh to 7.90 lakh; Malayalam weekly at No.9 Mangalam recorded the highest fall in AIR of 42 percent over last year, and Balarama Digest at No.10 saw a 9 percent decline in AIR over last year.
Of the four periodicals that registered a positive growth in numbers, Malayala Manorama (weekly) at No.2 showed a 16 percent increase in AIR, gaining 1.83 lakh readers over the year. Monthly Grihalakshmi notched up 3 percent in AIR, from 6.60 lakh as per IRS 2010 Q2 data to 6.79 lakh according to IRS 2011 Q2 data. Gaining 41,000 readers over last year, Manorama Thozil Veedhi appears at No.7, posting a 7 percent increase in AIR. With a 25 percent gain, monthly Arogyam at No.8 has recorded the highest increase in AIR among the top 10 periodicals.