It was a mixed bag of growth and decline for Malayalam dailies as per the IRS Q2 2010 results. Among the Malayalam dailies, Malayala Manorama, while maintaining its pole position, has registered a 2.69 per cent growth in its Average Issue Readership (AIR) from 9,583,000 in the previous quarter to 9,841,000 in Q2.
However, Mathrubhumi, the second largest circulated Malayalam daily, has seen a 1.97 per cent decline in AIR at 6,566,000 in Q2, as against 6,698,000 in the previous quarter.
Malayalam daily Deshabhimani has registered a growth of 4.69 per cent in AIR from 2,174,000 in Q1 to 2,276,000 in the latest round.
According to IRS Q2 2010 data, nearly all Malayalam magazines have seen a drop in AIR. Market leader Vanitha has seen a decline of 9.36 per cent in AIR from 3,035,000 in Q1 to 2,751,000 in this quarter. The AIR of children’s weekly Balarama fell from 1,388,000 in the previous quarter to 1,221,000 in Q2, a decline of 12.03 per cent.
Malayala Manorama (Weekly) has also seen a decline in AIR. The readership of the weekly in IRS Q2 2010 stands at 1,217,000, as against 1,433,000 in Q1.
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