IRS 2011 Q1: AIR of topline Hindi dailies declines in Chhattisgarh

While English newspapers have been able to attract more readers in a year’s time, reporting a growth of 33.33 per cent as per IRS 2011 Q1 data, Hindi dailies have de-grown in the state, losing nearly 1.60 lakh readers...

e4m by Nitin Pandey
Updated: Jun 28, 2011 11:07 AM
IRS 2011 Q1: AIR of topline Hindi dailies declines in Chhattisgarh

Contrary to the positive performance of Hindi dailies in neighbouring states, in Chhattisgarh IRS Q1 2010 throws a surprising numbers for topline Hindi newspapers. Meanwhile, for English newspapers, trends have been encouraging as most of them have been able to attract more readers in a year’s time reporting a growth of 33.33 per cent, compared to corresponding period last year.

The recent round of Indian Readership Survey revealed that the top five Hindi dailies, as per the AIR, have de-grown in the state loosing almost 1.60 lakh readers, combined, in a year. However, registering an AIR of 23.21 lakh, any Hindi daily has seen a hike of 6.52 per cent. Dainik Bhaskar, with the highest AIR of 9.66 lakh in the state, has lost 90,000 readers in a year.

Hari Bhoomi and Nava Bharat, which were fighting neck to neck till last year, have broadened the gap in the recent round of IRS. As Hari Bhoomi registers an AIR of 8.93 lakh (- 0.22 per cent); with a decline of 4.92 per cent, AIR of Nava Bharat rests at 7.92 lakh – in the latest round of IRS. Meanwhile losing 4,000 readers, Dainik Jagran has registered an AIR of 39,000. A 6-day Hindi business newspaper Business Bhaskar has got a decline of 55.56 per cent taking its AIR down to 4,000. Nav Dunia has got an AIR of 6000 in IRS Q1 2010, however, there was no data available for Nav Dunia for corresponding period last year.

Adding 3,000 readers, English newspaper the Times of India (TOI) achieved an AIR of 29,000 in the state. Interestingly, the competitor of TOI in the state comes from its own group as the Economic Times (ET) witnessed positive trends. E T with an AIR of 11,000; attracted a growth of 10 per cent compared to last year. The Hindu is also making its presence felt in the state with an AIR of 5000. Data of last year for the period was not found for The Hindu while filing the report.

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