Despite all odds, some publications have managed to beat the decline trend that newspapers and magazines have been witnessing in the Indian Readership Survey (IRS) 2009.
10 publications that registered the highest growth rate
The list of the top 10 publications that have recorded the highest growth in their average issue readership (AIR) sees Deshabhimani (Daily) right on top. Though the base numbers of the publication is modest, the growth number seen is a significant 365,000, which takes the AIR number of the publication to 2,027,000 in this round from the earlier 1,662,000.
Lokmat follows with an AIR increase of 315,000, taking its current AIR number to 7,104,000. Malayala Manorama has grown by 300,000 and is at 9,183,000. Vanitha has also grown by 281,000 and now is at 2,900,000. The Times of India has grown by 276,000 and is now at 7,142,000.
The sixth largest growth rate is of Mathrubhumi, which has moved from 6,413,000 to 6,678,000. The weekly Mangalam follows with a growth figure of 251,000. The publication now has a readership of 855,000. Malayala Manorama, the weekly, too, has shown robust growth, and from its AIR figure of 1,400,000 in the last round, it stands at 1,609,000 in the latest round. Manorama Thozil Veedhi takes the 10th place among the publications that have grown the highest – from an AIR of 362,000 in R1, it is now at 559,000.
10 publications with the steepest fall
Though Infomedia Yellow Pages can be argued to not be a conventional publication, it has registered the steepest fall in this round of the Indian Readership Survey 2009. From 8,099,000, the publication has dipped to 6,540,000, a drop of nearly 20 per cent. Vartha has dropped from 1,935,000 to 1,430,000, losing a readership of 505,000.
Saras Salil magazine has dropped by 15 per cent – from 2,544,000 to 2,167,000, while Eenadu has dropped to 6,224,000 from 6,526,000. Andhra Jyothi has seen an almost 10 per cent drop in its readership in this round, and is now at an AIR figure of 2,334,000.
Gujarat Samachar has lost an AIR number of 208,000, and is now at 5,209,000 from the 5,417,000 figure that it had in the last round.
Vijay Karnataka has dropped from 3,622,000 to 3,429,000, while Kungumam has dipped from 1,104,000 to 914,000.
Dinamalar, too, has dropped from 3,284,000 to 3,099,000, while Madhyamam has dropped from 966,000 to 783,000, and Rajasthan Patrika has dropped from 6,668,000 to 6,486,000.