IRS 2011 Q1: Kannada readership on growth trajectory; dailies up 18 pc

While the Average Issue Readership of Kannada monthlies has gone up by 30,000 as per the IRS 2011 Q1 data, the AIR of weeklies has shot up by 12 per cent...

e4m by Nitin Pandey
Updated: Jun 22, 2011 9:33 AM
IRS 2011 Q1: Kannada readership on growth trajectory; dailies up 18 pc

Led by Kannada Prabha, which has seen its average issue readership (AIR) growth almost touching 80 per cent, Kannada dailies have seen an AIR growth of almost 18 per cent as per IRS Q1 2011, as compared to the corresponding period last year.

Another daily that has contributed to the Kannada dailies’ AIR growth shooting up to 90.54 lakh from 76.80 lakh – a growth of 17.89 per cent – is Prajavani (an addition of 11.62 lakh AIR). In percentage terms, Karavali Ale has seen a growth of almost 70 per cent as compared to Vijay Karnataka, which has seen a growth of merely 4 per cent. The percentages could be misleading considering the low AIR base of Karavali Ale of 81,000 in 2010 Q1. Over the year, it took up its AIR by 56,000.

In comparison, Vijay Karnataka has added an AIR of 1.33 lakh to its AIR base of 33.37 lakh last year. While, Kannada Prabha has emerged as the leader on the growth table with an AIR growth of 78.1 per cent – up from 7.49 lakh to 13.34 lakh – it has an average issue readership of less than a quarter of Vijay Karnataka.

Another healthy growth trend has been shown by Samyukta Karnataka, which has reported an AIR of 13.06 lakh, a growth of 60.84 per cent. Meanwhile, Prajavani has reported a growth of 51.85 per cent, even though it has a larger share of 34.03 lakh (AIR) than Samyukta Karnataka in the AIR pie.

Udayavani, too, has seen its average issue readership shoot up by 4.75 lakh to clock an AIR of 9.48 lakh. Adding 22,000 new readers to its kitty, daily newspaper Sanjavani has garnered an AIR of 2.07 lakh.

The weekly show
Meanwhile, amongst weeklies, Taranga and Sudha, which have seen an AIR growth of 62.69 per cent and 56.96 per cent, respectively, have contributed to the weeklies’ AIR growth of 11.83 per cent. Sudha retains the leadership position with an AIR of 4.96 lakh.

Karamveera, which trailed amongst the weeklies with the lowest AIR in 2010 Q1, has added 6,000 average issue readers to clock an AIR of 94,000, a growth of 6.82 per cent. Mangala, surprisingly, which was at the No. 2 position in AIR (1.64 lakh) in 2010 Q1, has slipped to the bottom, losing 81,000 average issue readers, a drop of almost 50 per cent.

After a month
Amongst monthlies, if Kasturi saw an AIR rise from 57,000 in 2010 Q1 to 107,000 in 2011 Q1, Roopatara neutralised the overall rising trend by showing a negative growth of 29.36 per cent and taking its AIR down to 1.54 lakh from 2.18 lakh. Barring Roopatara, all other monthlies have shown a positive trend taking up the monthlies’ AIR to 5.35 lakh from 5.05 lakh, a growth of 5.94 per cent.

Grih Shobha’s Kannada version has seen a positive growth trend of 24.38 per cent, taking its AIR figure to 2.01 lakh in 2011 Q1, as compared to the corres-ponding period last year.

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