IRS 2011 Q2: Not much cheer for dailies in Hyderabad
As per the Indian Readership Survey 2011 Q2 results, topline dailies in English, Telugu and Urdu languages have seen decline in their average issue readership (AIR) in Hyderabad. The trends are not all that encouraging for magazines as well.
As compared to the IRS 2010 Q2 results, it was certainly not a good year for dailies in Hyderabad. As per the Indian Readership Survey 2011 Q2 results, topline dailies in English, Telugu and Urdu languages have seen decline in their average issue readership (AIR) in Hyderabad. The trends are not all that encouraging for magazines as well.
Losing almost 30,000 readers in a year, Eenadu has registered an AIR of 8.96 lakh and continue in the leadership position in Hyderabad. Ranked second, Sakshi has reported an AIR of 6.35 lakh, a decline of 2 per cent over last year. Andhra Jyothi with an AIR of 1.28 lakh has seen a decline of 10 per cent in AIR over last year. Losing 55 per cent AIR in a year, Vartha has reported an AIR of 49,000.
Deccan Chronicle is the third most read newspaper in the city, but leads among the English newspapers in Hyderabad. With a decline of 7 per cent, its current AIR stands at 4.91 lakh. The Times of India with an AIR of 1.25 lakh has witnessed a decline of 9 per cent in AIR over last year. The AIR of The Hindu is hovering at 90,000.
Urdu dailies Siasat and The Munsif have also registered annual decline in AIR. While Siasat has got an AIR of 50,000, The Munsif has an AIR of 42,000. Registering an AIR of 20,000, the readership of The Economic Times has declined by 9 per cent over last year.
Meanwhile, fortnightly magazine Filmfare has seen growth in readership, registering an AIR of 26,000. Femina and Business Today too saw growth over the previous quarter. With an AIR of 30,000, Swati is the most read monthly magazine in Hyderabad. Meanwhile, Competition Success Review, too, maintains its growth trend with an AIR of 11,000.
With an AIR of 1.16 lakh, Swati Sapari Vara Patrika is the most popular weekly in the city. Meanwhile, India Today (English and Telugu editions) has been able to maintain growth in readership in last quarter. Adding 7,000 AIR, the Week has attracted more readers in the city in the last one year. On the other hand, the AIR has continued to decline for Outlook.
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