IRS 2010 Q4: Maharashtra defies trends, readership declines
Maharashtra is one of the few markets that have seen loss of readership in IRS 2010 Q4. Eight out of top ten dailies in the state have dropped in AIR.
IRS 2010 Q4 had some surprising numbers for the newspaper industry of Maharashtra. Eight out of top ten dailies in the state have seen negative growth in average issue readership (AIR). Also, 21 dailies out of top 25 dailies of the state have witnessed decline in AIR numbers as against the previous results.
Starting from most read daily of Maharashtra, Lokmat, which had seen growth in last quarter, in Q4 results recorded negative growth of 3.19 per cent as against the Q3 results. Daily Sakal maintained growth with AIR of 45.72 Lac witnessed marginal growth of 0.48 per cent.
Pudhari with AIR 25.64 Lac has seen negative growth of 1.23 per cent. English daily the Times of India has registered an AIR of 20.04 Lac; a decline of 0.45 per cent as against IRS Q3. Hindustan Times, while at number eleven, has grown by 3.47 per cent.
The other dailies in the list of top ten that have witnessed negative growth are Punya Nagari, Maharashtra Times, Loksatta, Deshonatti and Mumbai Mirror.
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