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IRS 2010 Q1: Eenadu continues lead amid decline; 4 of top 5 Telugu magazines in decline mode

10-May-2010
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IRS 2010 Q1: Eenadu continues lead amid decline; 4 of top 5 Telugu magazines in decline mode

Telugu publications have seen a decline trend in AIR (Average Issue Readership) as per IRS 2010 Q1 data. Eenadu has maintained its leadership position among Telugu dailies with an AIR of 5,943,000 in the latest round from 6,224,000 in IRS 2009 R2, a decline of 4.51 per cent.

Sakshi and Andhra Jyothi, ranked second and third, respectively, are the only Telugu dailies among the top five to have witnessed growth in AIR. Sakshi has seen a marginal hike of 0.18 per cent in AIR from 4,556,000 in IRS 2009 R2 to 4,564,000 in this round. Andhra Jyothi has performed better with a 4.07 per cent growth in AIR - from 2,334,000 in IRS 2009 R2 to 2,429,000 in IRS 2010 Q1.

Vartha at No. 4 has seen a drop of 13.22 per cent in AIR at 1,241,000 in IRS 2010 Q1 from 1,430,000 in the previous round. Andhra Bhoomi has witnessed the steepest fall in AIR among the top five Telugu dailies - from 415,000 in IRS 2009 R2 to 343,000 in this round - a decline of 17.35 per cent.

No cheer for Telugu magazines

The decline story continues for Telugu magazines as well with just one among the top five magazines witnessing growth.

Swati Sapari Vara Patrika remains the most read Telugu magazine with an AIR of 472,000 in IRS 2010 Q1, as against 549,000 in IRS 2009 R2, a decline of 14.03 per cent.

Ranked second is Swati with an AIR of 144,000 in this round, as against 182,000 in IRS 2009 R2, a decline of 20.88 per cent.

Annadata has seen the highest fall in AIR among the top five Telugu magazines - from 166,000 in the previous round to 129,000 in IRS 2010 Q1, a drop of 22.29 per cent.

India Today (Telugu), too, has seen a decline in AIR of 13.08 per cent from 130,000 in IRS 2009 R2 to 113,000 in the latest round.

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