IRS2011Q2 IRS 2011 Q2: Periodicals exhibit downward trend in Chennai market

IRS 2011 Q2: Periodicals exhibit downward trend in Chennai market

Author | Sai Prasanna | Tuesday, Oct 11,2011 10:03 AM

 IRS 2011 Q2: Periodicals exhibit downward trend in Chennai market

As per IRS 2011 Q2 results for the Chennai market, the quarter-on-quarter average issue readership (AIR) figures show more promise in the dailies segment as compared to year-on-year numbers. The magazine segment looks bleak with most periodicals showing a decline in AIR over last year.

The same trend of language dailies leading as seen in the Bangalore market is witnessed in the Chennai market also. Daily Thanthi holds on to the No.1 spot as the undisputed leader with a current AIR of 12.29 lakh, up 8 percent over the last year. Dinakaran continues on the No.2 spot with a 15 percent increase in AIR catering to 7 lakh readers. English daily The Hindu comes in at No.3 with a decline in AIR by 36,000 from last year. The same trend is seen with Tamil daily Dinamalar, witnessing a fall an 8 percent year-on-year fall in AIR. The Times of India has seen a 9 percent rise in AIR over the last quarter while maintaining its position without any change from last year.

English Daily Deccan Chronicle, while showing a 5 percent slump in AIR over last year, has managed to notch up 9 percent over the last quarter. Dinamani and Malai Malar exhibit the same trend, with Dinamani losing 8,000 readers and Malai Malar down by 13,000 since last year. The New Indian Express has garnered a 33 percent increase in AIR over the year, currently standing at 28,000.

The only Malayalam daily to secure a position among the top 10 is Malayala Manorama, although witnessing a 24 percent year-on-year decline in AIR. The Times of India’s Economic Times exhibits a growth curve with a 100 percent rise in AIR since IRS Q2 2010. Telugu daily Eenadu has seen an 11 percent drop in AIR and Hindi daily Rajasthan Patrika shows a 17 percent quarterly increase in AIR. Among dailies, Hindu Business Line has recorded the highest percentage increase in AIR, around 250 percent over last year, currently placed at 7,000.

In the list of periodicals, the top 7 spots are occupied by Tamil magazines. Kumudam, one of the oldest Tamil publications, although securing its place at No.1, continues to lose readers registering a decline of 15 percent in AIR over the last year. While the IRS 2010 Q2 numbers show an AIR of 2.82 lakh, this figure now stands at 2.39 lakh.

Tamil weekly Kungumam at No.1 exhibits a good growth pattern adding 6 percent over the last year, from an AIR of 1.57 lakh as per IRS 2010 Q2 data to the present figure of 1.66 lakh. At No.3, Ananda Vikatan continues to see a fall in readership, recording a 34 percent decline over last year, coming down to 1.51 lakh readers.

Fortnightly Aval Vikatan has seen a jump of around 10 percent year-on-year with an AIR of 1.28 lakh presently as against 1.16 lakh in the second quarter of last year. Monthly magazine Mangayar Malar witnessed a better quarter-on-quarter performance by notching up an AIR of 30 percent while also doing well over last year with an increase in AIR by 6 percent. Tamil bi-weekly Junior Vikatan, while managing a 4 percent increase in AIR from the last quarter, has gone down by 28 percent over last year. Kumudam Bhakti Special exhibits the same trend with a 14 percent increase over the last quarter but a 15 percent decline year-on-year. The present AIR is 41,000.

English weekly India Today comes at the No.8 spot, with a dismal 25 percent loss in AIR over last year. The curve heads downward from an AIR of 51,000 as per IRS 2010 Q2 data to 39,000 according to IRS 2011 Q1 to 38,000 as per the recent IRS 2011 Q2 data. While The Week posted a 15 percent rise in AIR over the last quarter, the highest growth year-on-year growth curves have been charted by Competition Success Review (monthly) and The Sportstar (weekly). While the monthly has seen a 63 percent increase in AIR over last year, from 8,000 to 13,000, the weekly has witnessed a close 62 percent rise in AIR, securing around 8,000 readers since last year.


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