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IRS Q3 2010: 6 out of top 10 dailies see decline in Andhra Pradesh; Eenadu leads the list

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IRS Q3 2010: 6 out of top 10 dailies see decline in Andhra Pradesh; Eenadu leads the list

Dailies in the Andhra Pradesh market have not put up a good show as per the IRS Q3 results, with six of the top 10 dailies seeing a drop in AIR. While Telugu daily Eenadu leads the field, Deccan Chronicle is the most read English daily. The paper is placed fourth in the overall list. Interestingly, Urdu daily Siasat has also made it to the top 10 dailies’ list.

Eenadu maintains its dominance in the market with an AIR that is way ahead of the rest of the players in Andhra Pradesh. The paper has seen a marginal rise of 0.07 per cent in its AIR – from 6,087,000 in Q2 to 6091,000 in this quarter.

Following at No. 2 is another Telugu daily Sakshi, which has recorded an AIR of 4,816,000 in Q3, up 3.84 per cent from 4,638,000 in the previous quarter. Andhra Jyothi is ranked third, but has seen a 4.94 per cent decline in AIR at 2,251,000.

English daily Deccan Chronicle is at No. 4. The paper, too, has seen a fall in AIR – from 786,000 in Q2 to 753,000 in this quarter, a fall of 4.20 per cent. Vartha, which follows, has seen the steepest fall in AIR of 28.75 per cent – from 894,000 in Q2 to 637,000 in Q3.

The Hindu is ranked sixth with an AIR of 309,000 in Q3, down 4.92 per cent from an AIR of 325,000 in the previous quarter. The Times of India, which is at No. 8, has also registered a decline on AIR of 3.62 per cent at 133,000.

Telugu daily Andhra Bhoomi has seen the highest growth in AIR of 26.64 per cent in the Andhra Pradesh market. The paper’s AIR in Q3 stands at 309,000 as against the Q3 figure of 244,000.

[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]



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