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IRS Q2 2010: In a case of reversals, dailies lose out in Himachal Pradesh; magazines do well

IRS Q2 2010: In a case of reversals, dailies lose out in Himachal Pradesh; magazines do well

Author | Akash Raha | Friday, Aug 27,2010 8:28 AM

IRS Q2 2010: In a case of reversals, dailies lose out in Himachal Pradesh; magazines do well

Punjab Kesari has topped the list of dailies in the Himachal Pradesh market, recording a 9.73 per cent growth in average issue readership (AIR) in IRS Q2 2010. The daily was followed by Amar Ujala and Divya Himachal. Six of the top nine dailies in Himachal Pradesh have recorded a negative growth.

Punjab Kesari has clocked an AIR of 406,000 in Q2, as against the Q1 figure of 370,000. Amar Ujala at No. 2 saw a 7.48 per cent decline in AIR. On the other hand, the No. 3 daily, Divya Himachal, has recorded a whopping growth of 25.56 per cent.

However, not everyone was as successful in this market. Placed fourth is Dainik Bhaskar, which has seen a massive decline of 26.51 per cent in its AIR, which stands at 61,000. It is followed by English daily The Tribune, which, too, has recorded a decline of 8.00 per cent. The Times of India is the third daily in the top nine to have recorded a growth in AIR. The English daily has garnered an AIR of 11,000, witnessing the highest growth among dailies at 57.14 per cent.

Magazines have fared better than dailies in the Himachal Pradesh market, with just three of the Top 10 magazines recording negative growth. It has been a reversal of sorts in this market, compared to the general decline trend seen nationwide.

Cricket Samrat leads among magazines in Himachal Pradesh with an AIR of 46,000 in Q2, as against 41,000 in the previous quarter, a hike of 12.20 per cent. Following at No. 2 is Competition Success Review, however, sees a decline in AIR of 8.00 per cent. At third spot is India Today (Eng), which has recorded a massive growth of 22.22 per cent, taking its AIR figure to 22,000 in the state.

Overall, the market is a healthy mix of Hindi and English publications. Ironically, against the general trend, periodicals have done well in Himachal Pradesh, even as the dailies slumped.

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