The data for the 2009 Indian Readership Survey (IRS) Round 1 has been released by the Media Research User’s Council (MRUC). The data will be debated and discussed over the next few weeks. As in the case of R2 2008, not much change has been seen in the rankings of publications, be it dailies or magazines.
Commenting on the methodology, Sabina Solomon, GM, MRUC, said, “There was nothing drastically different in the method we used this time as well. However, we did use a machine called the ‘Cati’ in the basic four metors for the survey.” Admitting that a lot of challenges were faced while doing the survey, Solomon, added, “Firstly, because the survey has such a large sample size, then there are logistic issues. Basically, the entire effort in doing the survey is a challenge by itself.”
Looking closely at the trends, the scene isn’t a very happy one for the print industry. As in the case of R2 2008, there is a drop in numbers across publications. Very few have seen growth in readership. The issue of increasing circulation figures and decreasing readership figures still exists and this is very much evident with the 2009 R1 data as well.
Last time around, MRUC had cited increase in urbanisation and the changing demographics as the reasons for the decline in readership figures and increase in circulation figures. Increase in affluence and urbanisation have been driving more regular readers to get their own copies. Looking at the trend, this round is very similar to that of the last and although there was no explanation provided this time.
The Dailies Diary
Among the English dailies, The Times of India tops the charts with an
Average Issue Readership (AIR) of 6,866,000, a 2.24 percent growth
from 6,712,000 in 2008 R2. Hindustan Times remains at No. 2, but sees
a decline from an AIR of 3,523,000 in 2008 R2 to 3,494,000 in 2009 R1.
The Hindu at No. 3 has an AIR of 2,235,000, a 5.1 percent growth from
its R2 figures. Deccan Chronicle is at No. 4 with an AIR of 1,093,000,
but sees a fall of 5.3 percent., which is the highest decline rate in
the English dailies chart. The Telegraph follows in No. 5 with an AIR
of 1,083,000, registering a 5.9 percent growth.
Mumbai Mirror manages to take up the sixth position despite a 1.7
percent decline in its AIR to 880,000. The Economic Times and DNA
follow with AIRs of 783,000 and 757,000 in the seventh and eighth
positions, respectively. Mid-Day has registered a growth of 0.74
percent in its AIR to 539,000 AIR to take up the ninth position, while
The Tribune brings up the tenth slot with an AIR of 515,000, a growth
of 9.51 percent.
Dainik Jagran and Dainik Bhaskar top not just the Hindi dailies list,
but are also the top two dailies. Among the top 10 Hindi dailies, only
four have shown growth. Dainik Jagran sees a 1.3 percent dip in its
AIR to 16,072,000, but remains the No. 1 Hindi daily. It is followed
by Dainik Bhaskar, which, too, sees a dip of 0.94 percent in its AIR
to 12,878,000. Hindustan at No. 3 is among the four papers to have
seen growth in 2009 R1. The paper has grown marginally by 0.96 percent
to 9,303,000. Amar Ujala, too, sees a 1.3 percent growth in AIR to
8,183,000. Rajasthan Patrika, which had registered the highest decline
rate in 2008 R2 among Hindi dailies, sees a further drop in its AIR in
2009 R1, but still manages to hang on to the fifth position with an
AIR of 6,668,000.
Punjab Kesari, on the other hand, sees a growth in its AIR to
3,321,000 and is in the sixth position. Navbharat Times at No. 7 sees
the highest growth of 5.6 percent among Hindi dailies with an AIR of
2,270,000. Navabharat (Mah/Chh) has registered the highest decline
rate of 5.95 percent among Hindi dailies in 2009 R1 with an AIR of
1,277,000. Hari Bhoomi is the new contender on the top 10 list with an
AIR of 1,243,000. Prabhat Khabar is at No. 10 with an AIR of
Among the language dailies, Malayala Manorama is at the top with a
growth of 5.2 percent. The Malayalam daily has seen an AIR of
8,883,000. No. 2 slot is taken by Tamil daily Daily Thanthi with an
AIR of 7,605,000. Marathi daily Lokmat is at No. 3 position,
registering a growth of 2.4 percent in its AIR to 6,789,000. Bengali
daily Ananda Bazaar Patrika is next with an AIR of 6,549,000, while
Telugu daily Eenadu is at No. 5, despite a decline of 4.6 percent in
its AIR to 6,526,000.
Tamil daily Dinakaran is in the sixth position with an AIR of
5,423,000. Gujarat Samachar has seen a growth of 1.3 percent with its
AIR to 5,417,000. Daily Sakaal, the Marathi newspaper, has grown by
1.9 percent and has an AIR of 4,015,000. Kannada daily Vijay Karnataka
has seen the highest decline among language dailies of 6.5 percent,
with an AIR of 3,622,000.