The IRS Q3 2010 results bring good news for Kannada dailies and magazines, with both showing growth in Average Issue Readership (AIR). Among the top five dailies, all have shown positive growth, while among the top five magazines all except one have shown growth.
Vijay Karnataka leads with an AIR of 3,430,000, registering a growth of 4.79 per cent as compared to that of 3,273,000 in Q2. Prajavani is ranked second with a readership figure of 2,910,000 in Q3, as compared to 2,565,000 in Q2, a a growth of 13.45 per cent. Samyukta Karnataka follows with an AIR of 1,131,000 in Q3, as compared to 984,000 in Q2 2010, registering growth of 14.93 per cent.
Kannada Prabha has seen a steep growth of 29.35 per cent in the third quarter, recording an AIR of 1,115,000 as against the Q2 figure of 862,000. Udayavani, which had seen an AIR of 854,000 in Q2, has seen a growth of 11.35 per cent in the current quarter and its AIR now stands at 951,000.
In the Kannada magazine space, Sudha leads with the AIR of 360,000 in Q3, a 2.85 per cent growth over its Q2 figure of 350,000. Grih Shobha, too, has recorded growth in AIR. The monthly magazine has seen an AIR of 215,000 in Q3, up 3.36 per cent from its Q2 figure of 208,000. Roopatara has seen an AIR of 211,000 in Q3, as against 207,000 in the previous quarter, a growth of 1.93.
Following Roopatara is the weekly Taranga, which has seen a growth of 9.49 per cent. Its Q3 AIR stands at 173,000 as opposed to 158,000 in Q2.
Mangala is the only one among the top five magazines to register a decline in readership. The weekly magazine’s Q3 AIR stands at 143,000, a decline of 9.49 per cent over its Q2 figure of 158,000.
Kasturi, on the other hand, has recorded the steepest climb among magazines with a growth of 27.58 per cent at 74,000, from 58,000 in the previous 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.]