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IRS 2011 Q4: Steep growth for Patrika, Prabhat Khabar

06-March-2012
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IRS 2011 Q4: Steep growth for Patrika, Prabhat Khabar

Six of the top 10 dailies have seen growth in IRS 2011 Q4. Patrika has grown the fastest at 24.9 per cent, on the other hand, Dainik Bhaskar has lost 274,000 readers during the quarter.

Dainik Jagran leads the list with an Average Issue Readership (AIR) of 16,410,000 in IRS 2011 Q4, down 0.29 per cent from previous quarter’s AIR of 16,458,000. The paper lost 48,000 readers during the quarter.

Dainik Bhaskar saw a decline of 1.84 per cent in its AIR, which stood at 14,602,000 in IRS 2011 Q4, as against 14,876,000 in the previous quarter. On the other hand, Hindustan saw a marginal rise in its AIR at 12,045,000 from 12,033,000 in Q3, adding 12,000 readers. It was a marginal rise for Amar Ujala too, which added 6,000 readers during the quarter, taking its AIR to 8,842,000 in Q4 as against 8,836,000 in IRS 2011 Q3.

Rajasthan Patrika lost 71,000 readers during the quarter taking its AIR down to 6,847,000 in IRS 2011 Q4 from 6,918,000 in the previous quarter. On the other hand, Punjab Kesari saw a marginal hike in AIR at 3330,000 from 3326,000 in Q3. Navbharat Times lost 8,000 readers during the quarter and its AIR stood at 2,573,000 in IRS 2011 Q4.

There was much action in the bottom rungs of the Hindi dailies’ ladder. Prabhat Khabar saw a healthy growth of 6.01 per cent, registering an AIR of 2,187,000 in Q4 from 2,063,000 in the previous quarter. The paper added 124,000 readers during the quarter.

But the most impressive growth was recorded by Patrika, which saw a 24.9 per cent hike in its AIR. The paper added 357,000 readers during the quarter taking its AIR to 1,787,000 in IRS 2011 Q4 from 1,430,000 in the previous quarter. In the process, the paper overtook Nai Dunia to claim the ninth position.

Nai Dunia, which slid to the tenth position, saw a slight growth in its AIR at 1,649,000 in Q4, as against 1,630,000 the previous quarter.

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