IRS 2011 Q2: Dailies see growth in Gujarat; Sandesh adds 2.02 lakh readers in a year
Dailies in Gujarat have seen a much more significant year-on-year performance as per the IRS 2011 Q2 results. Five out of the top ten papers have added 5.14 lakh readers over last year.
Dailies in Gujarat have seen a much more significant year-on-year performance as per the IRS 2011 Q2 results. While eight out of the 10 dailies making it to the top are Gujarati dailies, The Times of India and Hindi daily Rajasthan Patrika also find a place in the top 10 list.
Five out of the top ten papers have added 5.14 lakh readers with three players - Divya Bhaskar at No.2 (+1.70 lakh/5% gain), Sandesh at No.3 (2.02 lakh/6% gain), and The Times of India at No.4 (+1.03 lakh/44% gain) witnessing a combined increase in readership by 4.75 lakh. The quarterly gain in readership overall by the top ten players is 1.18 lakh with Gujarati daily Sandesh recording the highest quarterly increase in numbers (+97,000).
Gujarat Samachar, while continuing as the market leader, has lost 62,000 readers currently with an AIR of 44.44 lakh. Saurashtra Samachar at No.5 has witnessed the biggest fall in number of readers – from 3.34 lakh to 2.3 lakh, a 1.03 lakh decline in AIR. At No.7, Kutch Mitra while recording a quarterly drop in numbers by 7,000 registered a year-on-year increase in AIR by 13,000. Hindi daily Rajasthan Patrika at No.10 exhibited the same trend – a quarterly loss of 14,000 readers and an 84 percent year-on-year gain of 26,000 readers.
Six-day Gujarati daily Akila witnessed an 8 percent increase in AIR from IRS 2011 Q1 (59,000) to IRS 2011 Q2 (64,000). Gujarati daily Jai Hind at No.8 currently has an AIR of 85,000 and Phulchhab Daily at No.11 has an AIR of 54,000. English papers Ahmedabad Mirror (+10,000/36% gain) and The Economic Times (+13,000/100% gain) registered an increase in their AIR. While English daily DNA lost 7,000 readers year-on-year, a 23% loss in AIR, it gained 1,000 readers from the last quarter, a 5 percent increase. The Indian Express lost 5,000 readers (22% decline in AIR) from last quarter and registered a 100 percent increase in AIR year-on-year, up by 9,000.
The top 10 periodicals see a good mix of Gujarati, Hindi, and English publications. Although the numbers don’t show a significant increase, there has been an overall addition of 29,000 year-on-year by 6 out of the 10 players. The other four players have registered a fall of 23,000 from Q2, 2010 to Q2, 2011. Market leader in Gujarat among magazines Gujarat weekly Chitralekha has lost 12,000 readers from Q1 2011 and 5,000 readers from last year, currently with an AIR of 91,000. Gujarati monthly Grih Shobha (-16,000/23% drop) has seen the highest year-on-year loss in AIR among the top 10. The English edition of India Today at No.4 and Hindi fortnightly Grih Shobha at No.9 have each lost 1,000 readers year-on-year as well as quarterly.
Gujarati weekly Abhiyaan (+8,000/15% gain), Hindi edition of weekly India Today (+2,000/9% gain), Readers’ Digest (+3,000/19% gain), Hindi monthly Meri Saheli (+4,000/29% gain), English fortnightly Filmfare (+5,000/45% gain), and Hindi monthly Cricket Samrat (+7,000/140% gain) have registered a year-on-year increase in their AIR.
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