Jharkhand, the most lucrative market for Hindi newspapers in recent times, has seen a robust readership growth as per the IRS Q3 2010 results, released on December 2, 2010. Nearly all top Hindi dailies have witnessed strong double digit growth in readership as compared to the Q2 results.
Hindi daily Hindustan maintained its leadership position with an AIR of 1,630,000 in Q3, a growth of 10.96 per cent over its Q2 figure of 1,469,000. Prabhat Khabar, too, has recorded a strong growth of 13.19 per cent in is AIR at 1,133,000 from1,001,000 in the previous quarter.
Dainik Jagran at No. 3 has seen a growth of 2.88 per cent with an AIR of 823,000. Hindi daily Aj has seen the highest readership growth in the Jharkhand market. The paper has registered a 51.76 per cent growth in its AIR at 129,000 as against its Q2 figure of AIR 85,000.
English daily The Telegraph is the only paper to register negative growth. Though the paper remains the highest read English newspaper in Jharkhand, it has seen a 1.33 per cent decline in its AIR – from 75,000 in Q2 to 74,000 in the current quarter.
Hindustan Times is placed second among English dailies in Jharkhand with an AIR of 70,000 in Q3, a growth of 2.94 per cent. It is followed by The Times of India, which has seen an 11.29 per cent growth in its AIR at 69,000. The Hindu, which is ranked ninth, has received an AIR 14,000, a growth of 27.27 per cent as compared to the Q2 figure 11,000.
The top dailies’ list in Jharkhand also features two business papers – The Economic Times (at No. 8) and Business Standard (No. 10) , with both registering growth in AIR. While The Economic Times has seen a 4.76 per cent growth with its Q3 AIR at 22,000; Business Standard’s AIR growth stands at 40 per cent – from 5,000 in Q2 to 7,000 in this quarter.
[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.]