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IRS Q3 2010: Bengali dailies see red; periodicals put up a good show

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IRS Q3 2010: Bengali dailies see red; periodicals put up a good show

In a case of reversal, magazines have pulled off a better show among Bengali publications as compared to dailies as per the IRS Q3 2010 results. Six of the top 10 dailies have seen decline in readership, whereas only two out of the top 10 magazines have registered decline in AIR figures in the third quarter.

Ananda Bazar Patrika is the top Bengali daily, however, it has seen a decline of 4.01 per cent in its AIR – from 6,539,000 in Q2 to 6277,000 in this quarter. Bartaman, at No. 2, has recorded an 8.21 per cent growth in its AIR at 3046,000.

Sangbad Pratidin, Ganashakti and Aajkaal follow at No. 3, No. 4 and No. 5, respectively. All three have recorded negative growth in readership.

Apart from Bartaman, the other Bengali newspapers to have recorded positive growth in AIR are Uttar Banga Sambad (15.96 per cent), Sambad (6.51 per cent) and Dainik Jugasankha (18.18 per cent).

Bengali language periodicals have put up a good show. The top two weeklies, monthlies and fortnightlies have seen positive growth.

Karmakshetra is the most read weekly, and it has recorded a positive growth in AIR of 1.56 per cent at 846,000. Saptahik Bartaman is at No. 2 and has clocked a marginal growth of 0.56 per cent its AIR at 540,000.

Sananda is the most read fortnightly, followed by Desh and Anandalok. While Sananda has recorded a good growth of 14.13 per cent (Q3 AIR at 525,000), Desh has seen a growth of 1.07 per cent (Q3 AIR at 379,000) and Anandalok has recorded a growth of 3.65 per cent (Q3 AIR at 369,000).

Among Bengali monthly magazines, Sukhi Grihakon tops the list with a positive growth of 3.33 per cent. Paraashuno is second on the list, but has seen a decline in AIR of 11.32 per cent. Peshaprobesh and Bhraman at No. 3 and No. 4 spots, respectively, among monthlies, have recorded positive growth.

[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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