Malayalam dailies have recorded an Average Issue Readership (AIR) of 18,807,000 as per the IRS Q3 2011 results, a marginal hike of 0.33 per cent from 18,745,000 in Q2 2011.
Among the Top 5 Malayalam dailies, Deshabhimani, Madhyamam, and Kerala Kaumudi have seen a combined increase in readership of 2.73 lakh. Kerala Kaumudi at No. 5 has registered the highest growth in AIR at 1.33 lakh, a 25 per cent gain over the previous quarter.
Placed third, Deshabhimani’s readership has gone up by 96,000, from 21.05 lakh in Q2 2011 to 22.01 lakh in this quarter. Madhyamam’s Q3 2011 AIR stands at 9.98 lakh vis-à-vis an AIR of 9.54 lakh in Q2 2011, adding 44,000 readers and seeing a growth of 4.61 per cent.
Market leader Malayala Manorama’s AIR reflects a slight decrease in numbers – from 99.62 lakh in Q2 2011 to 99.12 lakh in this quarter, losing 50,000 readers. Mathrubhumi at No. 2 has also seen a marginal dip of 0.9 per cent in AIR over the previous quarter – from 66.90 lakh in Q2 2011 to 66.30 lakh in Q3 2011, losing 60,000 readers.