The Media Research Users’ Council (MRUC) Indian Readership Survey (IRS) 2007 Round 1 was released on March 21, 2007, has given publishers enough reasons for worry with widespread drop in readership across publications. Some players like Rajasthan Patrika have managed to buck the trend and the positive growth has made some impact in the competitive dynamics too.
Significantly, in Delhi, The Times of India has beaten Hindustan Times handsomely, while in Mumbai, DNA has surged past Mid Day.
Dainik Jagran continues to rule the roost despite a 6 per cent drop in readership. From 18,194,000 in IRS 2006 R2, the publication is currently at 17,114,000. Dainik Bhaskar too has dropped by over 7 per cent and now has a readership of 12,514,000. Hindustan, the third most read daily, too has dropped by close to 7 per cent with 9,052,000 readers. Even as Malayala Manorama has dropped from 9,140,000 to 8,837,000, it has climbed up the chart and is in the fourth position.
Daily Thanthi has suffered quite a blow with a drop of over 10 per cent that takes it to 8,351,000 from the 9,315,000 it had in the last round.
Occupying the sixth position is Amar Ujala that has dropped by 12 per cent and now has a readership of 8,255,000. Eenadu follows with a readership of 7,233,000, which is almost a 5 per cent drop for the publication. Mathrubhumi has registered a 6 per cent drop and is at 6,961,000. Bucking all trend is Rajasthan Patrika, the growth from 6,713,000 to 6,946,000 has moved the publication in the top ten dailies on the ninth spot. Lokmat, on the tenth position too has dropped and is at 6,874,000, a 10 per cent drop in the publication.
The Times of India has seen a 2 per cent dip, that just may be the reason why it got pushed out of from the list of Top Ten dailies but the publication is still the leader in English dailies with a readership of 6,781,000. Hindustan Times follows with a readership of 3,331,000, which is almost a 5 per cent dip. The Hindu has seen a significant 14 per cent drop with a readership of 2,209,000. Deccan Chronicle has some good news, given its growth from 1,243,000 in IRS 2006 R2 to 1,311,000 in this round. In the fifth slot is The Telegraph, which has seen a more than 8 per cent loss with a readership of 9,19,000.
The sixth player is The Economic Times, which too has dropped by almost 4 per cent and is now at a readership of 7,74,000. Mumbai Mirror has dropped marginally and is at 7,35,000.
DNA has bucked the declining trend and has grown by almost 22 per cent, with a current readership of 5,39,000. The Tribune has grown by almost 4 per cent with a readership of 5,39,000.
Mid Day has dropped by 15 per cent and is now at a readership of 5,09,000. The Deccan Herald takes the tenth place with a readership of 4,98,000, an 8 per cent drop from the last round.
TOI vs HT in Delhi:
While the growth registered by DNA takes it ahead of Mid Day in Mumbai, in Delhi, The Times of India has beaten Hindustan Times in this round. TOI has clocked an increased readership of 2,051,000 in this round from its 1,816,000 in the last round while HT at 1,881,000 has dropped from its earlier 1,993,000. Even in the Delhi and the Urban Environments, TOI with a readership of 2,261,000 beats HT which is at 2,209,000.
Needless to say, that despite the overall decline in readership for most publications, the growth for some surely has made a difference in the performance charts.