The Indian Readership Survey (IRS) 2006 Round 2 has been announced and the top-line findings show a decline in readership for dailies. Bringing press reach under the scanner, Average Issue Readership (AIR) of dailies show that the reach has declined from the 21.6 per cent in Round 1 to 21 per cent in this Round.
The Language Dailies
Beginning with language dailies, Dainik Jagran is the No. 1 publication among language dailies with an AIR of 181.9 lakh, a dip from the 190.71 lakh it had in the last round. The second spot continues to be held by Dainik Bhaskar, which, too, has registered a declined in readership from 145.71 lakh to 134.8 lakh. Hindustan, too, has declined from 97.24 lakh to 96.7 lakh, but has managed to climb to the third position from the fifth position it had held in Round 1.
Amar Ujala’s readership too shows a dip from 98.94 lakh to 94 lakh and is on the No. 4 position. Daily Thanthi is at No. 5 and has seen a considerable decline in readership from 102.28 lakh to 93.2 lakh. Malayala Manorama on the sixth position, too, has dropped from 93.52 lakh to 91.4 lakh readers.
Daily Lokmat and Lokmat falls from 81.07 lakh readers to 76.9 lakh in this round and is on the seventh slot. Eenadu takes the eighth position (a drop from 79.4 lakh readers to 76 lakh), Ananda Bazar Patrika has however bucked the trend and sees an increase in readers from 66.51 lakh to 68.5 lakh, taking the ninth position. Sakal is at No. 10 with a readership of 46.4 lakh.
The English Dailies
The Times of India continues to be the undisputed leader among the English language dailies. The publication has declined marginally from the 70.84 lakh readers it had in Round 1 to 69.2 lakh readers in Round 2. Similarly, Hindustan Times, which is at No. 2, also shows a drop in readership, from 35.08 lakh to 35 lakh. Hindu at No. 3 drops from 27.97 lakh to 25.7 lakh readers. On the fourth slot is The Telegraph, which has dropped from 10.82 lakh readers to 10.1 lakh. Deccan Chronicle has dipped from 11.32 lakh readers to 9.7 lakh readers and is on the fifth spot.
The Economic Times, which takes the sixth slot, has dropped from 8.68 lakh readers to 8 lakh readers. Newcomer Mumbai Mirror is on the seventh slot with a readership of 7.5 lakh. New Indian Express at No. 8 has dropped from 7.87 lakh to 6.2 lakh readers.
Mid Day has dropped from 7.37 lakh readers to 6 lakh to be on the No. 9 slot. Statesman has dropped from 4.22 lakh readers to 3.3 lakh to be in the tenth position.