Top Story


Home >> Media – Print >> Article

IRS Q3 2010: Dismal show by Tamil dailies & magazines; all top 5 dailies see decline

Font Size   16
IRS Q3 2010: Dismal show by Tamil dailies & magazines; all top 5 dailies see decline

There was no cheer for both Tamil dailies and magazines in the IRS Q3 2010 results. All top five Tamil dailies have seen negative growth in readership in this quarter. Among magazines, 14 of the top 15 magazines have seen decline in the Average Issue Readership (AIR).

Daily Thanthi, the most read Tamil newspaper, has seen a 2.12 per cent decline in AIR, from 7,402,000 in Q2 to 7,245,000 in this quarter. It may be recalled that in the previous quarter of the IRS, the paper had registered a 0.67 per cent growth in AIR.

Dinakaran, at No. 2, too, has seen a fall in AIR at 4,861,000, down 3.57 per cent from the Q2 figure of 5,041,000. Dinamalar has reported an AIR of 2,685,000 in this quarter, a fall of 7 per cent over the Q2 figure of 2,887,000.

Meanwhile, Malai Malar, which is ranked among Tamil dailies, has seen an 8.99 per cent fall in its AIR at 506,000 from 556,000 in the previous Q2. Dinamani has received an AIR of 465,000 in Q3, down 11.26 per cent from its Q2 figure of 524,000.

Tamizh Murasu is the only Tamil newspaper to have seen positive growth in Q3. The paper has seen a growth of 1.43 per cent at 142,000 from 140,000 in the previous quarter.

The decline trend continued among Tamil magazines too, with all the top ten magazines witnessing negative growth in readership in Q3. Kumudam, the No. 1 Tamil magazine, has recorded an AIR of 1,167,000, down 8.33 per cent from the Q2 figure of 1273,000.

Ananda Vikatan, with an AIR of 980,000, is placed second. The magazine has seen a decline of 6.04 per cent over its Q2 AIR of 1,043,000. Kungumam follows with an AIR of 796,000, down 12.14 per cent from its Q2 figure of 906,000.

Aval Vikatan and Mangayar Malar, too, have recorded negative growth in AIR.

Among the top 15 magazines, Kalki, which is ranked 14th, has shown a positive growth of 25 per cent. The magazine has recorded an AIR of 60,000 from 48,000 in the previous quarter.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...