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IRS 2013: 18 print publishers flay latest readership survey numbers

03-February-2014
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IRS 2013: 18 print publishers flay latest readership survey numbers

Eighteen leading print publishers have come together to strongly condemn the newly published Indian Readership Survey (IRS 2013).

These 18 publishers are: The Times of India, Dainik Jagran, Dainik Bhaskar, India Today, Anandabazar Patrika, Lokmat, Outlook, Daily News and Analysis (DNA), Sakshi, The Hindu, Amar Ujala, The Tribune, Bartaman Patrika, Aaj Samaj, The Statesman, Mid Day, Nai Duniya, and Dinakaran

In a joint statement issued, the publishers stated, “The survey is riddled with shocking anomalies, which defy logic and common sense. They also grossly contradict audited circulation figures (ABC) of long standing.”

It may be recalled that exchange4media had carried a report stating how print players are questioning the anomalies in latest readership survey (http://www.exchange4media.com/news/story.aspx?News_id=54416).

Some of the anomalies pointed out in the joint statement include:

There are wild swings in overall newspaper readership across states. While Punjab has lost a whopping one-third of all its readers in just a year since the last IRS, neighbouring Haryana has grown by 17 per cent

Every major newspaper in Andhra Pradesh, irrespective of language, has de-grown by 30 per cent to 65 per cent

Hitavada, the leading English newspaper of Nagpur with a certified circulation of over 60,000, doesn’t appear to have a single reader now

Hindu Business Line has thrice as many readers in Manipur as in Chennai

There are similarly wild swings at the city level. Mumbai shows a 20.3 per cent growth in overall English readership, while Delhi (a faster-growing city overall on all macro indices) shows a drop of 19.5 per cent

The publishers have urged advertisers and media agencies not to rely upon or use the recently published IRS results in any way.

The statement further said, “We also strongly ask RSCI and MRUC, the conductors of the Indian Readership Survey, to withdraw the results of IRS Q4 2013 immediately as well as put a stop to all future editions of this survey, as their continued publication will cause irreparable injury to the reputation of established publications.”
 

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