Like the trend in this quarter goes, most newspapers in Bihar have seen growth, with just five seeing a decline in their average issue readership (AIR). Being a largely Hindi speaking state, not surprisingly the top four publications are Hindi dailies, with Hindustan leading the list.
Of the 14 newspapers mentioned, just five have gone down the de-growth path. Among the top five dailies, two have witnessed decline.
Hindustan leads the Bihar market with a readership of 4,515,000, which is a 5.15 per cent increase from its readership of 4,294,000 in Q2. Dainik Jagran has also shown minor growth of 0.60 per cent and has registered a readership of 2,527,000, as compared to an AIR of 2,512,000 in Q2, while Aj has grown by 10.92 per cent with a readership of 264,000 in Q3 from 238,000 in Q2.
Hindi daily Prabhat Khabar, on the other hand, has shown a decline of 7.36 per cent, with its readership falling from 231,000 in Q2 to 214,000 in the current quarter. The Times of India has also witnessed a decline of 2.17 per cent in its readership at 135,000 in Q3 from 138,000 in the previous quarter.
The other dailies that have witnessed decline in the Bihar market are Rashtriya Sahara, i-Next and The Hindu, which have registered a de-growth of 13.56 per cent, 22.94 per cent and 26.67 per cent, respectively.
Meanwhile, Hindustan Times, Business Standard (Hindi) and The Telegraph have all shown positive growth of 19.74 per cent, 38.46 per cent and 40.00 per cent, respectively.
The English business newspapers have done extremely well in the state, growing by huge percentages. The English edition of Business Standard grew from an AIR of 2,000 in Q2 to 4,000 in the current quarter, a 100 per cent growth. But it is The Economic Times that has seen a whopping 240 per cent growth in readership – from 5,000 in Q2 to 17,000 in in the current quarter.
The Financial Express, which had not featured among the dailies in the state in the previous quarter, has recorded a readership of 1,000 in Q3.
[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.]