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IRS2011Q2 IRS 2011 Q2: Marathi dailies see decline in AIR in Mumbai

IRS 2011 Q2: Marathi dailies see decline in AIR in Mumbai

Author | Arwa Sultanali | Monday, Oct 10,2011 11:21 AM

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 IRS 2011 Q2: Marathi dailies see decline in AIR in Mumbai

Interestingly, most Marathi dailies among the top ten language newspapers in Mumbai have registered decline in average issue readership (AIR) as per the Indian Readership Survey (IRS) 2011 Q2 results when compared to the same period last year.

Language newspapers
Largest read Marathi daily, Maharashtra Times, tops the list of language newspapers in Mumbai, recording an average issue readership (AIR) of 9.65 lakh as per the Indian Readership (IRS) 2011 Q2 results, but with a marginal dip of 1 per cent over the 2010 Q2 figure of 9.71 lakh.

Gujarati daily Gujarat Samachar, on the other hand, has seen a growth of 12 per cent, taking its AIR to 7.45 lakh in 2011 Q2, as compared to 6.65 lakh in the previous year.

Marathi daily Loksatta retained the third spot among language dailies, but has seen a decline of 7 per cent in its AIR – from 6.53 lakh in 2010 Q2 to 6.10 lakh in this quarter. Placed fourth among language newspapers, Marathi daily Lokmat has also seen a fall in its AIR. The paper has recorded an AIR of 5.32 lakh in IRS 2011 Q2, down 16 per cent from the figure of 6.37 lakh in the same period last year.

Hindi daily Navbharat Times is at the fifth spot and has seen a marginal increase of 1 per cent, reporting an AIR of 4.90 lakh in this quarter as against 4.85 lakh readers in 2010 Q2.

Losing 1.24 lakh readers over last year, Marathi daily Navakal is placed sixth with an AIR of 4.70 lakh, down 21 per cent as compared to 5.94 lakh in 2010 Q2.

Hindi daily Yeshobhumi occupies the sixth position with an AIR of 4.26 lakh, up 11 per cent from last year’s AIR of 3.85 lakh.

Marathi daily Mumbai Chuofer has seen a decline of 17 per cent in its AIR – from 4.46 lakh in 2010 Q2 to 3.72 lakh in the latest quarter. It was a decline story for another Marathi daily Saamana, which has seen an AIR of 2.95 lakh in IRS 2011 Q2, a fall of 10 per cent as against the figure of 3.29 lakh in the same period last year.

Pudhari is the only Marathi daily among the top ten language newspapers in Mumbai to have seen growth in its AIR. The paper has registered a growth of 44 per cent with its 2011 Q2 AIR standing at 2.27 lakh from 1.58 lakh in the same period last year.

Language magazines
Infomedia Yellow Pages leads the list among all other language magazines with an AIR of 8.80 lakh, a growth of 11 per cent over the figure of 7.95 lakh in 2010 Q2. However when compared to the AIR recorded in IRS 2011 Q1 – 10.20 lakh – the paper has seen a decline of 14 per cent.

Marathi magazine Grihashobhika is placed second with an AIR of 58,000 in 2011 Q2, a growth of 29 per cent over last year’s figure of 45,000. Gujarati magazine Chitralekha has moved to the No. 3 position, recording an AIR of 43,000 in this quarter. The paper has seen a decline of 14 per cent over the 2010 Q2 AIR of 50,000.

Placed fourth is Hindi magazine Meri Saheli, which has recorded a 13 per cent drop in its AIR at 26,000 in 2011 Q2, as compared to 30,000 in the same period last year. Hindi magazine Champak has climbed the charts to claim the fifth place with a whopping 108 per cent increase from the 12,000 AIR in 2010 Q2 to 25,000 in the latest quarter.

Hindi fortnightly Grih Shobha has seen a decline of 14 per cent, with its AIR falling from 28,000 to 24,000 in 2011 Q2. The magazine is placed sixth. Hindi monthly Grehlakshmi is at No. 7 with an AIR of 18,000 in 2011 Q2, up 13 per cent as compared to 16,000 in the same period last year.

Marathi weekly Lokprabha has seen its AIR going up from 16,000 in 2010 Q2 to 17,000 in this quarter. The AIR figure remains unchanged from the previous quarter. On the other hand, Marathi weekly Saptahik Sakal lost half of its readers in the one-year period. The magazine has recorded an AIR of 16,000 in IRS 2011 Q2, down 50 per cent from the figure of 32,000 in the same period last year.

In contrast, Hindi fortnightly Chotu Motu has recorded the highest growth of 114 per cent among the top ten language magazines in Mumbai. The magazine’s AIR stands at 15,000 in 2011 Q2 as compared to 7,000 last year.

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