The revised data for the National Readership Survey (NRS) 2006, released by the National Readership Survey Council (NRSC) has some surprises for data users. Most publications have seen some amount of changes given the corrections in the new CD. The top-line order for the dailies hasn’t changed. However, the numbers have changed regarding the gap between publications.
Looking at the top order, for instance, where Dainik Jagran (21,119,000 in the revised data) seems to have lost 45,000, Dainik Bhaskar (21,051,000 in the revised data) has gained 93,000, consequently reducing the gap between the two as per the revised data. Eenadu (13,679,000), Lokmat (10,854,000) and Amar Ujala (10,662,000), which are in the third, fourth and fifth positions among dailies, respectively, have all seen a drop in numbers.
The biggest change, however, is in Nai Dunia that has increased an readership by 3,84,000 to be at 1,107,000 as per revised data. NRSC explained that the problem in Nai Dunia was due to a masthead confusion and correspondingly Dainik Nai Dunia has dropped from the 828,000 that the paper was showing to 433,000 – a drop of 395,000.
Nai Dunia is vocal on the fact that the data released in August 2006 has caused the publication grave damage. A Nai Dunia spokesperson asked, “How can there be an error margin as high as 45 per cent? Sampling errors or reporting errors cannot be that high in any study. And who will compensate us for the business loss in revenues for the last three months? Other publications have gone to town condemning us on loss of readership when this was totally untrue.”
“We have spent some serious amount of money countering their campaign. Who will pay us for that? More importantly, what will the customers think? Will the advertising fraternity believe this? Perhaps the worst is that if you look at the Indore numbers, the anomalies continue to persist,” the spokesperson further said.
Throwing further light on this, the spokesperson added, “The total circulation of Nai Dunia (not ABC) is 224,000. Going by the revised number of NRS 2006, I should be having a reader per copy number of close to 5 (it is 4.9 to be precise). In Indore city alone I have a circulation of 80,000 copies. With a RPC of 4.9 I should be having a readership base of close to 4 lakh. Here it is showing only 160,000. There is something seriously wrong here. The data is inconsistent and is causing us serious hardship.”
Some of the other changes include Rajasthan Patrika, which has increased from 9,391,000 to 9,505,000. But Amar Ujala seems to have dropped from 10,847,000 to 10,662,000 in the revised figures closing its gap with Hindustan, which has increased from 10,437,000 to 10,529,000 in the revised data. The Times of India, too, shows an increase and is at 7,576,000 from 7,502,000, while Hindustan Times has increased from 3,857,000 to 3,929,000.
Publications like The Hindu and Mathrubhumi, have registered drops in the revised data.