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IRS 2012 Q4: The Hindu loses 94K readers, while HT adds 34K

29-March-2013
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IRS 2012 Q4: The Hindu loses 94K readers, while HT adds 34K

As compared to the Indian Readership Survey (IRS) 2012 Q3 data, where seven of the top 10 English dailies saw growth in Average Issue Readership (AIR), this time the picture is not as optimistic. Only five of the top 10 English dailies have seen growth in AIR this quarter.

The Times of India, which had seen growth in the previous quarter, has witnessed decline in this quarter. In the previous quarter, TOI registered marginal rise of 10,000 readers but has lost 38,000 readers in Q4.

However, Hindustan Times, which had added 19,000 readers in the previous quarter, has registered almost double the number of readers with the maximum growth of 34,000 readers this time around, garnering an AIR of 3,820,000 in Q4 from 3,786,000 in IRS 2012 Q3.

The Hindu, placed in the third spot, has seen the deepest decline in readership among English dailies, losing 94,000 readers. The daily had recorded an AIR of 2,258,000 in Q3 and added 50,000 readers in the previous quarter. The AIR of The Hindu is 2,164,000 in IRS Q4 2012.

The other dailies that have seen growth this quarter are The Telegraph, DNA, Mumbai Mirror, and The Tribune. The Telegraph has registered an AIR of 1,265,000 in Q4, while DNA has recorded an AIR of 972,000. Mumbai Mirror’s Q4 AIR stands at 819,000, while The Tribune has garnered an AIR of 671,000, adding 18,000 readers and reaching the ninth position.

On the other hand, Deccan Chronicle has seen a drop in AIR, from 1,051,000 in IRS 2012 Q3 to 1,020,000 this quarter. It’s decline for The Economic Times as well. The business daily lost 18,000 readers during the quarter, bringing down its AIR to 735,000 in Q4. The New Indian Express too has seen marginal decline in readership and reached last position, recording an AIR of 652,000 in IRS 2012 Q4 in comparison to 664,000 in IRS Q3 2012.

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