IRS 2010 Q1 has thrown in some surprises. While most of the language newspapers witnessed growth, nearly all Tamil dailies are seeing decline in readership.
According to IRS 2010 Q1 data, which was released on Tuesday, May 4, 2010, the leading Tamil daily 'Daily Thanthi' has seen a decline of 2.18 percent. The daily, which had registered AIR readership of 7353000 in IRS Q1, 2010 compared to IRS R2, 2009 when the daily's readership was 7,517,000. Similarly Dinakaran, largest circulated Tamil daily according to ABC, has seen a decline of 1.48 percent in it's readership. From 52,710,00 readership in the IRS R2, 2009, the daily has recorded a readership of 5193000 in IRS Q1, 2010, a fall of 1.48 percent.
Dinamalar and Malai Malar, Tamil evening daily, have also seen dip of 3.42 and 1.14 in readership. Dinamalar's readership has fallen from 3099000 in IRS R2, 2009 to 2993000 in IRS Q1, 2010.
However Dinamani has witnessed sharp decline in readership according to IRS 2010 Q1. The Tamil daily from The New Indian Express Group has witnessed fall in readership upto 11.18 percent, which is a major dip vis-a-vis other dailies from the state. From 617000 in IRS R2 2009, the readership of Dinamani has fallen to 548000.
Among Tamil magazines, Kumudam, holds it's ground despite a fall in readership of 10.05 percent. According to IRS 2010 Q1, the AIR of Kumudam, flagship weekly from Kumudam Publications, has declined from 14,4300,0 to 12,980,00.
Another major weekly magazine Ananda Vikatan, from Vikatan Group, has also seen decline in readership. The readership of Ananda Vikatan was 12,0100,0 according to R2 2009. However, according to IRS 2010 Q1, the readership of the magazine stands at 10,610,00 copies, a dip of 11.66 percent.
Kungumam is the only Tamil magazine which has witnessed some growth. From the readership of 9,140,00 in R2 2009, the weekly magazine from Sun Network, has registered a readership of 9,510, 00, a marginal growth of 4. 05 percent.
Another weekly from Vikatan Group, Aval Vikatan, has seen mild dip in readership. The readership of the popular women's magazine has declined from 5,560,00 to 5,540,00.
The readership of Mangayar Malar, another women's magazine, has witnessed sharp decline in readership. The readership has fallen from 4,59,000 to 5,54, 000, a decline of 11.76 percent.