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IRS Q3 2010: Mixed bag for Oriya publications; Sambad maintains leadership position

07-December-2010
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IRS Q3 2010: Mixed bag for Oriya publications; Sambad maintains leadership position

Oriya dailies have slightly improved their performance in IRS Q3 2010, as against the Q2 results. Two of the top five dailies have seen growth in readership in this quarter, as against four of the top five dailies registering a negative growth in Q2.

Sambad has yet again retained its numero uno position among Oriya dailies with an AIR of 1,538,000. However, the paper has seen a 4.23 per cent decline over its Q2 figure of 1606,000. Samaj follows at No. 2 with an AIR of 1,471,000 is placed at second position. Samaj has also seen a decline in its readership of 2.52 per cent, as compared to the Q2 figure of 1,509,000.

Dharitri, on the other hand, has recorded a growth in AIR of 4.92 per cent to retain its third position. Its Q3 AIR stands at 1,387,000, as against the Q2 figure of 1,322,000.

The Samaya has clocked an AIR of 297,000, a sharp drop of 12.90 per cent as against the previous quarter’s figure of 341,000.

Anupam Bharat and Prajatantra have registered positive growth of 16.67 per cent and 6.19 per cent, respectively.

The top two Oriya magazines, The Saptahik Samaya and The Kadambini, have upheld their respective ranks. While there is no change in the readership figure of The Saptahik Samaya, which remains at 319,000; The Kadambini has seen a decline of 4.76 per cent in its AIR – from 84,000 in Q2 to 80,000 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.]

 

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.