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IRS Q2 2010: Magazines see a close fight in Madhya Pradesh; mixed trend seen in the market

27-August-2010
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IRS Q2 2010: Magazines see a close fight in Madhya Pradesh; mixed trend seen in the market

The Madhya Pradesh market has thrown up mixed results as per the IRS Q2 2010 numbers. The state has once again witnessed a huge difference in AIR (Average Issue Readership) between the top two players. The decline story of magazines has continued in Madhya Pradesh as well, with four of the top five magazines seeing negative growth in AIR. However, a very close fight is seen among the top three magazines.

Dainik Bhaskar leads in the state among dailies with an AIR of 3,201,000, witnessing a marginal dip of 0.77 per cent. NaiDunia, the No. 2 daily, lags far behind the leader with an AIR of 982,000 in Q2, as against 880,000 in Q1, a double digit growth of 11.59 per cent. Patrika, to, has seen double digit growth of 24.36 per cent, recording an AIR of 725,000 in Q2.

Dainik Agniban, Hari Bhoomi and Nav Dunia are the other dailies among the Top 10 to have seen positive growth in AIR. With the massive growth of 160 per cent, Nav Dunia has emerged as the fastest growing daily in Madhya Pradesh. Its AIR in Q2 stands at 143,000.

Among the top five magazines in Madhya Pradesh, Meri Saheli is the only one to have recorded a positive growth of 1.25 per cent in AIR. Pratiyogita Darpan leads the field with an AIR of 111,000, followed closely by India Today (Hindi) and Grehlakshmi with AIRs of 105,000 and 101,000, respectively.

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