Move over TV, weekends are clearly the print time. A close inspection of the top 20 players in the print industry, going by the IRS 2003-04 results of the Round 2, brings a fact to the fore: readership of newspapers soars on Sundays.
Based on the readership figures of IRS Round 2, Dainik Jagran occupies the top slot on Sundays with readership a figure of 17,640,000. In the previous round, this figure was 16,840,000. Jagran’s weekday edition comes next with a readership of 16,403,000. For Jagran, it means a readership growth of 6,81,000.
The third slot is taken by the Sunday edition of Dainik Bhaskar, which is at 13,453,000. In comparison to this, the daily edition is at 13,422,000. Like Jagran, the fourth spot goes to Dainik Bhaskar daily.
Sunday’s Amar Ujala comes fifth with a record decrease of 78,000 (from 97.28 lac to 96.50 lac) in readership. The Sunday issue of Daily Thanthi occupies the sixth position. The publication claims an impressive growth – moving to 96.14 lac from the previous 92.16 lac. The Sunday edition of Malayala Manorama, which has increased to 94.78 lac from 91.03 lac of Round 1, comes next. The daily edition of the Malayalam publication occupies the eighth slot. Here too, Malayala Manorama registers an increase of 1.43 lac (from 90.64 lac to 92.07 lac).
Daily Thanthi’s weekday version follows closely with a readership of 91.48 lac. The Tamil daily too has registered an increase, moving to 91.48 lac from the earlier 88.71 lac. The 10th slot is taken by the Telugu Sunday paper Eenadu. Dropping from first round’s 92.49 lac to 89 lac, the paper records a decline by 3.49 lac. Amar Ujala’s daily edition takes the 11th position, seeing an increase of 2.54 lac in readership (from 85.97 lac to 88.51 lac).
The Hindi Sunday paper Hindustan is on the 12th slot, rising from 78.69 lac to 87.26 lac. This is, however, not the case with the 13th rank-holder daily edition of Eenadu, which sees a fall of 34,000 (from 81,45,000 to 81,11,000). On the 14th block goes the daily issue of Hindustan, growing from 73.87 lac to 79.40 lac.
The Sunday Times takes the 15th spot. Dropping to 75.06 lac, the paper sees a fall of 75,000. Mathrubhumi’s Sunday edition comes 16th. The paper unlike its daily, has recorded an increase of 97,000 (from 73,49,000 to 74,46,000). The daily, which takes the following position drops to 73.65 lac from the earlier 74.21 lac. Lokmat takes the 18th position with a readership figure of 72.84 lac. The magazine Saras Salil follows with a readership figure of 72.75 lac. For the publication, this means a growth of 2.94 lac. The twentieth block is taken by the Times of India. The publication records a drop of 1.37 lac (from 70.98 lac to 72.35 lac).
Evidently, not only are the Sunday editions faring better than the daily editions, in most cases, they have registered an increase unlike the dailies. Also, in cases like that of Dainik Jagran and Daily Thanthi, where both the Sunday editions and the dailies have seen a growth, the Sunday paper records a stronger readership trend than the daily.
Watch this space for more insights from IRS 2003-04 R-2. Next in line, of course, are regional publications.