With no any change in the ranking of the topline Hindi dailies, Dainik Jagran, followed by Dainik Bhaskar, Hindustan and Amar Ujala, have witnessed growth in average issue readership (AIR) over last year as well as over the previous quarter. The top four dailies have together added 9.6 lakh readers over the previous quarter, and a whopping 36.55 lakh readers over last year.
Dainik Jagran, which has been seeing ups and downs in AIR numbers in the last few quarters, has revived its performance, adding 4.83 lakh readers in a quarter, taking its overall AIR to 1.63 crore. Meanwhile, Dainik Bhaskar has maintained its steady performance, registering an AIR of 1.41 crore in IRS 2011 Q2. The newspaper has added 8.71 lakh readers as compared to last year.
Meanwhile, HMVL’s daily Hindustan has seen tremendous growth of 18 per cent in AIR over last year, adding 18.42 lakh readers – the highest gain among the Top 10 Hindi dailies. As per the IRS 2011 Q2 results, the AIR of Hindustan stands at 1.19 crore. The growth story continues for Amar Ujala as well, with the daily recording an AIR of 8.89 crore, a growth of 6 per cent as compared to last year.
Rajasthan Patrika, however, has seen a marginal decline of 1 per cent in its AIR as compared to the previous quarter, but added 41,000 readers over the previous quarter, a growth of 1 per cent.
Popularity seems to be declining for Punjab Kesari as it lost 1.47 lakh readers in the last one year. When compared to the previous quarter, the daily has witnessed a decline 2 per cent in AIR, losing 65,000 readers.
On the other hand, Navbharat Times and Prabhat Khabar have seen positive trends in AIR. While the AIR of Navbharat Times has grown by 7 per cent over last year, Prabhat Khabar has witnessed a whopping 41 per cent growth in its average issue readership during the same period.
Meanwhile, as compared to the previous quarter, the AIR of NaiDunia has declined by 3 per cent. However, the paper has added 3.06 lakh readers over last year, a growth of 22 per cent. Hari Bhoomi which is the last newspaper in the tally of Top 10 Hindi dailies, has seen a stable growth of 1 per cent over the previous quarter. The daily has added 1.23 lakh readers over last year, a growth of 9 per cent.
The IRS Q2 2011 analysis is brought to you by the exchange4media Group & Lintas Media Group