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IRS Q2 2010: Top order remains unchanged for Marathi publications; dailies soar, but magazines despair

IRS Q2 2010: Top order remains unchanged for Marathi publications; dailies soar, but magazines despair

Author | Cassandra Serpes | Wednesday, Aug 25,2010 8:18 AM

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IRS Q2 2010: Top order remains unchanged for Marathi publications; dailies soar, but magazines despair

As per the IRS Q2 2010 results, Marathi publications have not witnessed any change in the top order. Of the Top 10 dailies, three have witnessed decline in Average Issue Readership (AIR), which shows an overall positive growth for Marathi dailies. However, the decline trend continues in Marathi magazines, with three of the five showing decline in AIR.

Lokmat continues to be the highest read Marathi daily and is the leader by a huge margin. However, as compared to the last quarter, the growth percentage in its AIR has dropped from 3.62 per cent in Q1 to 0.56 per cent in Q2.

At No. 2 is Daily Sakal, which has witnessed a 2.69 per cent growth in AIR, which is a decline from its last quarter’s growth of 5.82 per cent. Pudhari, which had seen a growth of 10.30 per cent last quarter, has seen a decline of 1.03 per cent in Q2, its AIR dropping from 2,623,000 in Q1 to 2,596,000 in Q2.

Punya Nagari has further declined in this quarter from a de-growth of 3.85 per cent in Q1 to a de-growth of 1.71 per cent in the latest round. Tarun Bharat (Belgaum, Maharashtra and Goa), which has seen a decline in Q1, has grown by 2.65 per cent in Q2.

Among the dailies ranking between six and ten, Navakal is the only publication that has witnessed a decline, which also happens to be the highest recorded decline among all Marathi publications at 6.88 per cent.

No cheer for magazines

There isn’t much cheer for Marathi magazines, with four of the six magazines witnessing decline. What is important to note here is that of the two magazines that have seen growth, Lokrajya has no prior readership record, which makes the situation for Marathi magazines even grimmer.

Grihashobhika continues to be the No. 1 Marathi magazine, but has declined by 4.33 per cent, which is still an improvement over its last quarter decline of 18.33 per cent. Saptahik Sakal, too, has seen a decline in AIR.

Lokprabha, which had witnessed a 25 per cent decline in Q1, has grown by 22.22 per cent in Q2, going up the ranking chart, while Chitralekha, which was at No. 3 in Q1, has slipped to the fifth position in this quarter, recording a decline of 3.92 per cent.

Although most Marathi magazines have taken the decline route, the de-growth percentages in the current round are better than the previous quarter, where three of four publications had recorded double digit decline rates.

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