There was much cheer in the IRS Q3 2010 results for Telugu publications. Both dailies and magazines have done better than in the second quarter. While Telugu dailies have mostly seen positive growth trend, three of top five magazine have seen growth in readership.
Eenadu, with an Average Issue Readership (AIR) of 6,161,000, has maintained its leadership position among the Telugu dailies. The paper has seen a marginal growth of 0.11 per cent in its AIR from 6,154,000 in Q2.
Sakshi, which remains at No. 2 spot, has also seen a positive growth. The daily has recorded an AIR of 4,816,000, up 3.84 per cent from 4,638,000 in the previous quarter.
Andhra Jyothi and Vartha are at No. 3 and No. 4 positions, respectively, and both have seen a decline in AIR. While Andhra Jyothi has recorded an AIR of 2,268,000 (down 4.87 per cent), Vartha has seen an AIR of 637,000 (the steepest fall among Telugu dailies at 28.75 per cent).
Interestingly, Andhra Bhoomi, which had seen a steep drop of 28.86 per cent in its AIR in the Q2 results, has recorded the highest growth among Telugu dailies in this quarter at 26.64 per cent. The paper has registered an AIR of 309,000 in Q3 as against an AIR of 244,000 in the previous quarter.
Both Andhra Prabha and Prajasakti have also seen positive growth in their readership. While Andhra Prabha has scored an AIR of 132,000 and was up 13.79 per cent, Prajasakti has recorded the second highest growth in AIR of 25 per cent at 55,000.
In the Telugu periodicals domain, weekly Swati Sapari Vara Patrika has preserved its top rank, scoring an AIR of 557,000, up 2.96 per cent as against the Q2 figure of 541,000. Monthly magazine Annadata has received an AIR of 134,000, a decline of 2.90 per cent over the Q2 figure of 138,000.
Both Swati and India Today (Telugu) have recorded positive growth in readership at 1.54 per cent and 14.04 per cent, respectively. However, Andhra Bhoomi Sachitra Vara Patrika has seen a decline of 11.85 per cent in its AIR, from 135,000 in Q2 to 119,000 in the current quarter.