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IRS 2012 Q3: Largely flat readership growth

30-January-2013
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IRS 2012 Q3: Largely flat readership growth

The Indian Readership Survey (IRS) 2012 Q3 data, released by the Media Research Users Council (MRUC) on January 29, 2013, shows most top publications registering sub 1 per cent growth, with top three publications – Dainik Jagran, Dainik Bhaskar and Hindustan – all growing at 0.3 per cent.

As per IRS data for the latest quarter, among the top 10 publications, Dainik Jagran, Dainik Bhaskar, Hindustan, Malayala Manorama, The Times of India and Rajasthan Patrika have seen marginal rise in their Average Issue Readership (AIR). On the other hand, Amar Ujala, Daily Thanthi, Lokmat and Mathrubhumi have seen decline in AIR.

Dainik Jagran continues to lead the top 10 publications list. The paper has registered an AIR of 16,474,000 in IRS 2012 Q3, adding 45,000 readers during the quarter. Dainik Bhaskar follows with an AIR of 14,491,000 from 14,448,000 in IRS 2012 Q2, an increase of 43,000 readers. Hindustan has added 37,000 readers during the quarter, taking its AIR up to 12,242,000 in Q3. Malayala Manorama has garnered an AIR of 9,752,000 in this quarter, up from 9,710,000 in Q2.

Amar Ujala has lost 72,000 readers during the quarter, taking its AIR down to 8,536,000 in IRS 2012 Q3.

The Times of India is the only English publication in this list. The paper has added 10,000 readers during the quarter, taking its AIR to 7,653,000 in Q3.

Daily Thanthi, on the other hand, has sees a decline in AIR to 7,417,000 in Q3 from 7,431,000 in the previous quarter. Lokmat has seen the steepest fall in AIR of 98,000 readers during the quarter, taking its AIR down to 7,409,000 in Q3.

Rajasthan Patrika has seen the highest growth in readership, notching an AIR of 6,818,000 in Q3. However, it’s decline for Mathrubhumi, which has registered an AIR of 6,415,000, losing 78,000 readers during the quarter.

Meanwhile, magazines continue to witness slide in AIR with seven of the top 10 magazines seeing a decline in readership in Q3. Hindi magazines Samanya Gyan Darpan and Meri Saheli and Bengali magazine Karmakshetra are the only three to have witnessed growth in AIR.

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