IRS 2010 Q2: No joy for Assamese publications as AIRs continue to decline

IRS 2010 Q2: No joy for Assamese publications as AIRs continue to decline

Author | Akash Raha | Tuesday, Aug 24,2010 9:04 AM

IRS 2010 Q2: No joy for Assamese publications as AIRs continue to decline

The IRS 2010 Q2 data shows a decline trend for all Assamese publications. Neither the dailies nor the magazines could record positive growth. The Average Issue Readership (AIR) of Assamese dailies declined by 5.65 per cent over the last quarter.

Asomiya Pratidin remains the top Assamese publication, maintaining a massive lead over the other Assamese dailies with an AIR of 1,177,000 in IRS Q2 2010, as against 1,230,000 in Q1. However, the publication saw a 4.31 per cent decline in AIR owing to the slump in the Guwahati and North Lakhimpur editions, as against a 0.41 per cent growth in the last quarter. On the other hand, the Bongaigaon and Dibrugarh editions of the newspaper recorded growths of 18.27 per cent and 0.38 per cent, respectively.

Asomiya Khabar saw a drop of 10.84 per cent in AIR, but still remained the second most read newspaper in Assam. The publication has registered an AIR of 395,000 in this quarter, as against an AIR of 443,000 in IRS Q1 2010. Dainik Agradoot, placed at No. 3, again saw a decline of 12.42 per cent in AIR from 330,000 in Q1 to 289,000 in this quarter.

There was no respite for Assamese periodicals either as they saw an overall trend of decline. Assamese weekly Sadin saw a decline of 14.29 per cent this quarter with an AIR of 270,000. Monthly magazines Bismoi, Nandini and Priyo Sakhi, too, saw declines of 8.27 per cent, 23.37 per cent and 15.42 per cent, respectively.

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