Top Story

e4m_logo.png

Home >> IRS 2009 R2 >> Article

IRS 2009 R2: Malayalam publications buck the de-growth trend

26-November-2009
Font Size   16
IRS 2009 R2: Malayalam publications buck the de-growth trend

Amid fall in average issue readership (AIR) of most language publications, Malayalam publications offer a ray of hope, with both newspapers and magazines witnessing robust growth. As per the Indian Readership Survey (IRS) 2009 R1 data, four of the top five Malayalam dailies have seen a rise in AIR.

Malayala Manorama continues to be the most popular Malayalam daily and has registered an AIR of 9,183,000 in R2, as compared to 8,883,000 in 2009 R1, a growth of 3.38 per cent.

Its nearest rival, Mathrubhumi, also grew 4.13 per cent from 6,413,000 in R1 to 6,678,000 in R2. Deshabhimani, which ranks No 3 among the Malayalam dailies, has seen a jump in AIR to 2,027,000 in R2 from 1,662,000 in 2009 R1, a growth of 21.96 per cent.

In fourth position is Kerala Kaumudi, which has registered an AIR of 895,000 in the latest round from 725,000 in 2009 R1, a growth of 23.45 per cent in its AIR.

Madhyamam, which ranks fifth among the dailies, is the only publication to register a decline, dropping 18.94 per cent.

Magazines too have a growth story to tell

Malayalam magazines, too, are on a roll with four of the top five Malayalam magazines witnessing growth. Vanitha is the most read Malayalam magazine, growing 10.73 per cent from 2,619,000 in R1 to 2,900,000 in R2. Malayala Manorama (Weekly) is ranked second with an AIR of 1,609,000 in R2 as compared to 1,400,000 in R1, a growth of 14.93 per cent. Balarama has seen a 5.02 per cent growth in AIR to 1,507,000 in the latest round from 1,435,000 in R1.

Fourth ranked Mathrubhumi Arogya Masika is the only Malayalam magazine among the top five to have de-grown. The magazine has registered an AIR of 1,048,000 in R2, as against an AIR of 1,061,000 in 2009 R1, a marginal drop of 1.23 per cent.

The highest growth in AIR among the top five Malayalam magazines has been recorded by Mathrubhumi Thozhil Vartha, which ranks fifth. The magazine has recorded a growth of 23.07 per cent, from 776,000 in 2009 R1 to 955,000 in R2.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...