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IRS Q2 2010: Dinakaran and Dinamalar readership in Tamil Nadu heads south

25-August-2010
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IRS Q2 2010: Dinakaran and Dinamalar readership in Tamil Nadu heads south

Daily Thanthi and Times of India are the only two dailies to register a positive growth in AIR Tamil Nadu market, according to IRS Q2 2010. While Daily Thanthi has added 68,000 more readers in Tamil Nadu, Times of India has added just 1,000 more readers. The readership of all the other dailies has dropped however, the major losses suffered in the Tamil Nadu market, were by Dinakaran and Dinamalar. While Dinakaran has lost a whopping 15,000,0 readers in Tamil Nadu, Dinamalar lost 124,000 readers.

Dinamalar, which occupies third position in terms of circulation, remained third in terms of readership as well in the state. Dinamani, which used to rule the roost once up on a time, has been witnessing a steady decline in the recent years and IRS Q2 2010 is no better news. The daily has lost 24,000 readers in the state, according to IRS Q2.

Another English daily, The New Indian Express, has also lost 4,000 readers, while The Hindu and Deccan Chronicle have lost 23,000 and 20,000 readers respectively. Meanwhile, two eveningers – Malai Malar and Tamizh Murasu – have witnessed substantial de-growth, which clearly shows the growing disinterest among readers in eveningers.

While there are no changes in the pecking order as far as periodicals are concerned in Tamil Nadu, almost all of them have dipped in terms of readership, according to the IRS Q2 2010 results. While Kumudam holds on to its pole position, Ananda Vikatan and Kungumam occupy the second and third positions, respectively.

Aval Vikatan from Ananda Vikatan Group and Kumudam Bhakti Special from Kumudam Group are the only twoTamil magazines that have shown some growth.

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