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IRS 2012 Q4: Seven of top ten publications lose readership

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IRS 2012 Q4: Seven of top ten publications lose readership

As per IRS data for Q4 2012, among the top 10 publications, Dainik Jagran, Dainik Bhaskar, The Times of India, Amar Ujala, Lokmat, Daily Thanthi and Mathrubhumi have seen decline in their Average Issue Readership (AIR). On the other hand, Hindustan, Malayala Manorama and Rajasthan Patrika have seen marginal rise in AIR.

Dainik Jagran, still sitting at the number one position, has lost more than one lakh readers. In the previous quarter, IRS figure of Dainik Jagran was 16,474,000, which has decreased to 16,370,000.

Dainik Bhaskar continues to be in the second spot, but it’s a wake-up call for the publication as it has lost more than 75,000 readers. In the previous quarter, the IRS figure of the publication was 14,491,000, which have come down to 14,416,000.

Hindustan retains the number three spot. The daily has witnessed marginal readership growth of 4,000. In the previous quarter, IRS for Hindustan was 12,242,000, which has increased to 12,246,000.

Malayala Manorama has grabbed the fourth position among all the publication; it is the only regional daily among the top five. It has added 8,000 readers this quarter. The AIR of Malayala Manorama was 9,752,000 in Q3, which has increased to 9,760,000 in Q4.

At fifth position, Amar Ujala has lost more than one lakh reader, with an AIR of 8,536,000 in previous quarter and 8,434,000 in the current quarter.

The Times of India is the only English publication in this list. The paper has lost 38,000 readers during the current quarter, taking its AIR from 7,653,000 in Q3 to 7,615,000 in Q4.

Daily Thanthi has seen a decline in AIR to 7,334,000 in Q4 from 7,417,000 in the previous quarter. Lokmat has seen the third largest fall in AIR of 96,000 readers during the quarter, taking its AIR down to 7,319,000 in Q4.

Rajasthan Patrika is the second Hindi daily which has seen growth in readership, notching an AIR of 6,837,000 in Q4, by adding 19,000 readers. However, it’s decline for Mathrubhumi once again, which has registered an AIR of 6,334,000, losing 81,000 readers during the quarter.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.