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IRS 2009 R2: No surprises in top order of dailies; growth story becomes de-growth story for second rung

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IRS 2009 R2: No surprises in top order of dailies; growth story becomes de-growth story for second rung

After weeks of wait, Media Research Users’ Council (MRUC) and Hansa Research finally released the numbers of the second round of the Indian Readership Survey (IRS) 2009 on November 23. There are no surprises in the average issue readership (AIR) numbers of the top 10 dailies.

All five top publications grow

If only the top five publications are taken into consideration, the readership picture is a positive one. Dainik Jagran, which rules the charts at No 1 position, has grown marginally in this round (by 24,000 readers) and is now at an AIR figure of 16,096,000.

No 2 player Danik Bhaskar, too, has grown (by just 2,000) and is now at 12,880,000. Hindustan has stayed at its No 3 spot in this round as well and has grown from 9,303,000 to 9,336,000.

Malayala Manorama has grown by over 3 per cent (from 8,883,000 to 9,183,000). Among Hindi dailies, Amar Ujala has shown a robust growth figure of 116,000, taking the AIR figure of the publication to 8,299,000.

Two of five drop in the next rung

A step deeper, and in next rung, two out of five publications (from position 6 to position 10) have dropped. Daily Thanthi, which occupies the No. 6 spot, has dropped from 7,605,000 to 7,517,000. The Times of India, which takes the No 7 spot, has grown by 4 per cent and is now at an AIR number of 7,142,000. Lokmat is among the publications that have seen a very significant growth number, moving from 6,789,000 to 7,104,000, a rise of 4.64 per cent. This is the highest growth in the top 10 dailies.

Mathrubhumi, too, has grown significantly and hence, has climbed up the ladder. From an AIR figure of 6,413,000 in the last round, in this round, the publication is at 6,678,000, a growth of 4.13 per cent.

After a drop of 2.73 per cent, Rajasthan Patrika is placed at No 10. The AIR figure for the publication in the latest IRS round is 6,486,000.

Drop story intensifies for the lower order

The de-growth story is back again when the next set of publications is observed. On No 11, Ananda Bazar Patrika has dipped from 6,549,000 to 6,474,000. Eenadu sees a steep fall – from an AIR figure of 6,526,000 in R1, it is at 6,224,000 in R2.

Dinakaran has also dropped from 5,423,000 to 5,271,000, while Gujarat Samachar has dropped by 3.84 per cent and is at 5,209,000 in this round. Daily Sakal has dropped by 3.69 per cent, and is at 3,867,000 in this round.

Vijay Karnataka, too, has shown a decline. The publication has de-grown in AIR by 5.33 per cent, and is now at 3,429,000.

Pubjab Kesari is the only one to have bucked the decline trend here. The publication has grown by 3.13 per cent and has an AIR figure of 3,425,000. Gujarati daily Divya Bhaskar has dropped from 3,434,000 to 3,375,000. Hindustan Times has dropped by 4.21 per cent and is at an AIR figure of 3,347,000 in this round. Sandesh has dropped by 4.63 per cent and has an AIR figure of 3,234,000 in this round.

For a bird’s eye view on the numbers, see table below.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.