As far as the Bihar market is concerned, Hindi publications lead the way. Seven of the Top 10 dailies and all the five leading magazines are Hindi publications. However, the IRS Q2 2010 results bring no cheer as most publications have seen decline.
The Top 10 dailies have had a mixed bag with five of them seeing growths, while the remaining five have declined. All the five top magazines have witnessed decline, reflecting the general trend seen in magazines all over the country in this quarter.
Among the top five dailies in Bihar, Hindustan leads with an average issue readership (AIR) of 4,294,000 in Q2, followed by Dainik Jagran and Aj. All three of them have seen decline in their readership in this market. While Hindustan’s AIR fell by 4.04 per cent, Dainik Jagran has seen a dip of 0.55 per cent. Aj’s decline is steeper at 11.52 per cent, which is the highest decline seen among the top 10 dailies in Bihar.
Prabhat Khabar, the No. 4 player in this market, on the other hand, has seen a huge growth of 33.53 per cent. The Times of India is the only English publication to be featured in the top five dailies in Bihar. The paper has seen a de-growth of 5.48 per cent.
Meanwhile, both Rashtriya Sahara and i-Next have shown decent growths of 10.38 per cent and 7.92 per cent, respectively, but English daily Hindustan Times has witnessed a decline of 5 per cent.
The Hindu has witnessed a whopping 66.67 per cent growth in AIR, the highest growth rate among all top publications. The last of the Top 10 dailies, Business Standard Hindi edition has seen an AIR of 13,000. Data for the previous quarter for the business daily was not available.
Gloomy magazine scenario
Compared to the dailies in the Bihar market, the magazine scenario was definitely gloomier. Saras Salil leads the magazines in the state with an AIR of 891,000, but has recorded a decline of 15.94 per cent. Pratiyogita Darpan, the No. 2 player, has seen a 10.73 per cent drop in AIR to 366,000. Nandan, Cricket Samrat and Champak (Hindi) follow with declines of 15.91 per cent, 6.91 per cent and 2.71 per cent, respectively.
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