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IRS Q3 2010: Mixed bag for Urdu dailies

06-December-2010
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IRS Q3 2010: Mixed bag for Urdu dailies

The Urdu dailies domain is relatively small with only four major players in it. The domain has seen an overall decline in readership of 2.51 per cent as per the IRS Q3 2010 results.

Inquilab is the most read Urdu daily in this segment in terms of Average Issue Readership (AIR). The paper has seen an 8.29 per cent growth in its AIR, from 193,000 in Q2 to 209,000 in this quarter. The Munsif is ranked second among Urdu dailies and has also seen growth in its AIR. The paper has recorded a substantial growth of 15.38 per cent in its AIR, from 104,000 in Q2 to 120,000 in the current quarter.

However, the other two Urdu dailies, Siasat and Urdu Times, have both witnessed de-growth. Siasat, which had held the No. 2 spot in Q2, has slipped to the No. 3 spot in this quarter with a steep 17.09 per cent drop in its AIR at 97,000 from 117,000 in the previous quarter.

The steepest fall has been recorded by Urdu Times. The paper has seen a 36.46 per cent fall in its AIR, from 96,000 in Q2 to 61,000 in the current quarter.

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