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IRS 2010 Q1: Marathi publications witness a decline

06-May-2010
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IRS 2010 Q1: Marathi publications witness a decline

Top five Marathi publications have seen a decline as per IRS 2010 Q1 data, when compared to IRS 2009 R2. Among the top five Marathi dailies, two have witnessed decline, while all four Marathi magazines have seen a decline in AIR (average issue readership). In the last round of IRS, three dailies out of the top five saw a decline, while three of the four Marathi Magazines saw growth.

Lokmat continues to be the highest read Marathi publication and has seen a growth of 3.62 per cent in its AIR. Its readership figures have moved up to 7,361,000 in this round from 7,104,000 in IRS 2009 R2. At No. 2 is Daily Sakal, which has also witnessed growth in AIR from 3,867,000 in the previous round to 4,092,000 in IRS 2010 Q1, a growth of 5.82 per cent growth as compared to the 3.69 per cent decline in the last round. Pudhari, at No. 3, has seen a 10.30 per cent jump in AIR - from 2,378,000 in IRS 2009 R2 to 2,623,000 in this round.

On the other hand, Punya Nagari has registered a decline of 3.85 per cent in AIR - from 2,311,000 in the previous round to 2,222,000 in the latest round. Tarun Bharat (Belgaum, Maharashtra and Goa) sees a marginal decline of 0.88 per cent in AIR - from 1,140,000 in IRS 2009 R2 to 1,130,000 in this round.

There isn't much cheer for Marathi magazines with all four of them witnessing a decline, when compared to IRS 2009 R2, when only one magazine saw a decline. In fact, three of the top four magazines have seen double digit declines.

Girhashobhika, the No. 1 Marathi magazine, has seen a decline of 18.33 per cent in its AIR, as compared to a 19.62 per cent growth in IRS 2009 R2. The magazine's AIR in IRS 2010 Q1 stands at 254,000, as compared to 311,000 in the previous round.

Saptahik Sakal has seen the least decline of 9.06 per cent in its AIR after seeing an 11.40 per cent growth in IRS 2009 R2 - from 254,000 in the previous round to 231,000 in IRS 2010 Q1.

Chitralekha, which had seen a growth of 17.14 per cent in IRS 2009 R2, sees the highest decline of 37.80 per cent in this round - from 82,000 in IRS 2009 R2 to 51,000 in the latest round.

Lokprabha has registered a decline of 25.00 per cent in its AIR, which now stands at 45,000, as compared to 60,000 in the previous round.

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