IRS 2010 Q1: Mixed bag of growth and decline for Malayalam publications
It has been a mixed bag for Malayalam publications in IRS 2010 Q1. Three of the top five Malayalam dailies have witnessed growth in the latest round. Malayala Manorama continues to dominate among magazines with three of the top five Malayalam magazines from its stable.
Malayala Manorama continues to lead among dailies, registering a growth of 4.36 per cent in IRS 2010 Q1. The daily's AIR (Average Issue Readership) in the latest round of IRS stood at 9,583,000, as against 9,183,000 in IRS 2009 R2.
Mathrubhumi, another leading Malayalam daily, has registered a marginal growth of 0.30 per cent - from an AIR of 6,678,000 in IRS 2009 R2 to 6,698,000 in IRS 2010 Q1.
Deshabhumani has seen a growth of 7.25 per cent, a major growth for any Malayalam daily. The paper's AIR in IRS 2010 Q1 stood at 2,174,000, as compared to 2,027,000 in IRS 2009 R2.
Among the top five dailies, both Kerala Kaumudi and Madhyamam have seen decline in readership of 2.57 per cent and 2.43 per cent, respectively.
Among the magazines, Malayalam language magazines has witnessed some growth in IRS 2010 Q1. Three of the top five magazines are from the Malayala Manorama stable.
Vanitha, the women's magazine from the Malayala Manorama stable, has registered a growth of 4.66 per cent in its AIR from 3,035,000 in IRS 2010 Q1 to 2,900,000 in IRS 2009 R2.
Meanwhile, the Group's weekly, Malayala Manorama, has seen a drop of 10.95 per cent in its AIR - from 1,609,000 in IRS 2009 R2 to 1,433,000 in the latest round.
Balarama, a popular Malayalam weekly children's magazine published by the Malayala Manorama Group, has also seen a decline of 7.90 per cent - from 1,507,000 in the previous round to 1388,000 in IRS 2010 Q1.
Mathrubhumi Arogya Masika has seen a growth of 11.16 per cent in its AIR - from 1048,000 in IRS 2009 E2 to 1165,000 in this round, while Mathrubhumi Thozhil Vartha has seen a marginal growth in AIR of 0.52 per cent - from 955,000 in the previous round to 960,000 in this round.
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