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IRS 2010: Hindi dailies add 40 Lac readers in the year

15-March-2011
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IRS 2010: Hindi dailies add 40 Lac readers in the year

Hindi dailies command a significant share of readership in India, and the year 2010 has only added further strength to the platform. Indian Readership Survey (IRS) 2010 pronounced a healthy last quarter for Hindi newspapers. The Hindi dailies genre began the year with an average issue readership (AIR) of 586.98 Lac in Q1, which grew to 626.94 Lac in Q4.

The top three most read Hindi dailies were the “regulars” – Dainik Jagran at the top, followed by Dainik Bhaskar and Hindustan. Of these, Hindustan has recorded the highest quarter on quarter (QOQ) growth, rising from an AIR 99.14 Lac to 114.52 in Q4. The growth in readership numbers for Hindustan has narrowed the gap between the second ranked Hindi daily, Dainik Bhaskar.

Dainik Bhaskar has seen a rise this quarter too and now stands at an AIR of 139.92 Lac from 134.88 Lac AIR in Q3. This number was at 133.29 Lac in Q1.

The top read Hindi daily, Dainik Jagran, has comparatively recorded a lesser growth this quarter -- from an AIR of 159.5 Lac in Q3 to 160.66 Lac Q4, which while is a rise this quarter, is below the AIR number of 163.13 Lac in Q1.

Firmly at the number four position, the combined editions of Amar Ujala have recorded a steady rise in readership QOQ and grown from an AIR of 85.83 Lac in Q3 to 86.40 Lac in Q4. Next in line, Rajasthan Patrika has seen a slight fall this quarter from an AIR of 72.17 Lac in Q3 to 71.66 Lac in Q4, which is still higher than its readership numbers of the previous two quarters.

The second five in the order of top ten Hindi dailies in India, have all recorded growth in Q4. The closest next, Punjab Kesari, comes in at number five, growing from an AIR of 34.99 Lac in Q3 to 35.59 Lac in Q4, a readership highpoint of the year, for the publication.

At number seven, Navbharat Times has grown across quarters from an AIR of 24.72 Lac in Q1 and settling at a 25.79 Lac in Q4.

Prabhat Khabar and Nai Dunia, which sit at the number eight and number nine spot respectively in Q4, have seen quite a tough battle through the year. Tracing back to Q1, both dailies stood at 12.70 Lac AIR. In Q2 however, Nai Dunia piped Prabhat Khabar with an AIR of 14.08 Lac, while the latter touched an AIR of 13.46 Lac. In Q3, Nai Dunia continued to hold the number eight position but Prabhat Khabar’s significant growth in Q4 (Q3’s 14.65 Lac in 16.79 Lac in Q4) led it to regain the eighth place in Q4. Nai Dunia closed with an AIR figure of 16.71 Lac.

Hair Bhoomi comes in at number ten, growing QOQ from an AIR of 13.55 Lac in Q1 to an AIR of 15.10 Lac in Q4.

In the next batch of ten Hindi dailies, Aj at number 12, Patrika at number 13, Rashtriya Sahara at number 14, Amar Ujala Compact at number 15, iNext at number 16 and Sanmarg at number 19 have all recorded a rise in readership this quarter.

The publications of NavBharat at rank 11, Lokmat Samachar at 17, Raj Express at 18 and Yeshobhumi at number 20 have seen a decline in average issue readership this Q4.
 

 

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