IRS 2011 Q1: The rise and rise of Marathi dailies in Maharashtra
Marathi dailies continue to dominate in Maharashtra. The leader in the space is Marathi daily Lokmat with an average issue readership of 73.05 lakh in IRS 2011 Q1, however, a marginal decline of 0.76 per cent compared to the corresponding period in 2010.
With the rise in average issue readership (AIR) for most of the dailies, Marathi dailies have maintained lead in Maharashtra followed by English dailies, however far behind in the race. The leader in the space is Marathi daily Lokmat with an AIR of 73.05 lakh, a marginal decline of 0.76 per cent compare to the period last year.
Led by the highest growth in AIR (in terms of actual numbers) by adding more than 5 lakh readers, Sakal has reported an AIR of 45.11 lakh. It is followed by Pudhari with steady, however, marginal decline of 2.33 per cent. Meanwhile, English daily the Times of India has seen a second highest growth (after Daily Sakal) in AIR adding 2.25 lakh readers, has accounted an AIR of 20.50 lakh.
Losing nearly 4 lakh readers, readership of Punya Nagari has headed south reporting AIR 18.10 lakh, decline of 18.47 per cent – further paving path for the one step higher ranking for TOI. Registering marginal growth of 2.41 per cent, Maharashtra Times has maintained its positive growth. Loksatta, the No7 daily of the state, has also been losing average issue readership by 7.52 per cent over last year, have garnered AIR of 9.84 lakh.
Among the talks of Marathi and English, Gujarati daily Gujrat Samachar has been able to make its place reporting an AIR of 8.28 lakh, a robust growth of 26.61 per cent. The last two dailies, in the list of top ten dallies in Maharashtra, Mumbai Mirror and Deshonatti have also reported a declining trend with AIR of both the dailies have headed south, whopping decline for later has been reported as it loses 2.34 lakh readers in a year.
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