Despite sporadic ups and downs in the average issue readership (AIR), most of the Malayalam publications have been able to consolidate its readership base. Among top five dailies – Malayala Manorama, Mathrubhumi, Madhyamam and Mangalam has been able to attract readers over the period of time. Periodicals of the language have seen mixed trends in the IRS Q2 2011 results.
With an AIR of 99.62 lakh, Malayala Manorama is growing continuously. Adding 1.21 lakh readers over last year, the daily has seen a growth of 1 per cent in AIR. Meanwhile, Mathrubhumi, however, has seen hike of 2 per cent in its readership compared to last year, yet decline of 2 per cent in readership in last quarter took its AIR down to 66.90 lakh.
IRS Q2 2011 did not bring any respite for Deshabhimani as its AIR nosedived to 21.05 lakh with continuous decline in its readership. Positive trends in readership have buoyed Madhyamam and Mangalam. While, Madhyamam has registered an AIR of 9.54 lakh, Mangalam got an AIR of 5.62 lakh.
Decline in AIR continued for Kerala Kaumudi and Kerala Kaumudi Flash as well. However, with a yearly growth of 6 per cent Deepika has clocked an AIR of 1.90 lakh.
Malayalam Periodicals have seen mixed results in recent round of IRS. With an AIR of 26.71 lakh, Vanitha has seen a decline of 3 per cent over last year. Meanwhile, adding 1.76 lakh readers in a year, weekly Malayala Manorama, has attained AIR of 13.93 lakh.
Mathrubhumi Arogya Masika has witnessed decline in its readership which takes its AIR down to 9.14 lakh. With a massive decline of 33 per cent over last year, the AIR of Balarama has gone down to 8.18 lakh - a loss of 4.03 lakh AIR. Decline in AIR has continued for Mathrubhumi Thozhil Vartha also which takes its AIR down to 7.90 lakh.