Barring Navbharat Times (NBT), for topline Hindi dailies in Delhi, last quarter has not been as per the expectations. However, compared to corresponding period last year, four out of top five dailies have grown in the city. The greater beneficiaries have been NBT and Nai Dunia in the city as both added 1.76 lakh and 68,000 AIR, respectively.
NBT is the market leader of the genre with a growth of 10 per cent over Q2 2010. The current AIR of the daily is perched at 19 lakh. The second position is upheld by Hindustan with an AIR of 11.24 lakh. However, the daily had suffered a decline of 3 per cent in readership over last year.
Last quarter did not bring positive trends for Punjab Kesari and Dainik Jagran as both declined in AIR in Delhi. However, Dainik Jagran did add almost 4,000 readers over last year.
Meanwhile, with current AIR of 1.26 lakh, performance of Nai Dunia has been positive. The daily has grown by 117 per cent over last year. Rashtriya Sahara and Amar Ujala have met with the similar fate in the city as both declined in AIR, compared to last quarter as well as last year. Adding 16000 readers in a year, Dainik Bhaskar has registered an AIR of 42,000. Aaj Samaj with an AIR of 11,000 is ranked 10th in the city.
Grihshobha is the most preferred Hindi magazine in Delhi. Adding almost 33,000 readers, the magazine has an AIR of 2.29 lakh. Grehlakshmi with an AIR of 1.78 lakh, is the second read magazine in the city. Kids’ magazine, Champak (Hindi), with positive growth over last year and in last quarter, has registered an AIR of 1.51 lakh.
Meanwhile, growth in the readership of Pratiyogita Darpan was hampered in last quarter as it lost almost 8,000 AIR. The current AIR of the magazine stands at 1.35 lakh. With negative trends in readership, Meri Saheli has an AIR of 1.21 lakh, ranked fifth among most read magazines in the city.