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IRS Q2 2010: Mixed bag for Telugu publications

IRS Q2 2010: Mixed bag for Telugu publications

Author | Cassandra Serpes | Tuesday, Aug 24,2010 9:02 AM

IRS Q2 2010: Mixed bag for Telugu publications

Of the 14 Telugu publications – eight dailies and six magazines – six have seen declines according to the Indian Readership Survey (IRS) Q2 2010. Among the dailies, Eenadu and Sakshi take the lead, while among the magazines, Swati Sapari Vara Patrika and Annadata emerge on the top.

Both Eenadu and Sakshi have show growth in AIR of 3.55 per cent and 1.62 per cent, respectively. Andhra Prabha, which is placed sixth, is the only other Telugu daily to have shown growth in AIR, garnering the highest growth of 13.73 per cent.

Andhra Jyothi, Vartha, Andhra Bhoomi, Surya and Prajasakti are among those that have seen decline in readership. Of these, Andhra Bhoomi has recorded a massive drop of 28.86 per cent, the steepest decline among all 14 Telugu publications. Vartha is next with a drop of 27.96 per cent.

The highest gainer among Telugu publications is weekly magazine Sitara, which has recorded a growth of 30 per cent; its AIR going from 50,000 in Q1 to 65,000 in the latest round.

Among the magazines, Swati Sapari Vara Patrika leads the pack, registering a growth of 14.62 per cent in its readership, while Annadata at No. 2 has recorded a growth of 6.98 per cent. Telugu weekly Andhra Bhoomi Sachitra Vara Patrika has also a 17.39 per cent growth in readership.

Swati is the only periodical to have seen a decline. The AIR of the monthly magazine fell by 9.72 per cent.

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