IRS 2011 Q4: Growth for 6 of top ten language dailies

Among language dailies, Marathi papers Lokmat & Daily Sakal saw good growth as per IRS 2011 Q4 results. Eenadu lost the most number of readers

by Shanta Saikia
Published - Mar 6, 2012 7:42 AM Updated: Mar 6, 2012 7:42 AM
IRS 2011 Q4: Growth for 6 of top ten language dailies

Six of the top 10 language dailies have seen growth as per the IRS 2011 Q4 results. Marathi dailies Lokmat and Daily Sakal have seen good growth, while Telugu daily Eenadu has lost the most number of readers during the quarter.

Malayala Manorama leads the language dailies’ list with an Average Issue Readership (AIR) of 9,937,000 in IRS 2011 Q4, up from an AIR of 9,912,000 in the previous quarter. The Malayalam daily has added 25,000 readers during the quarter.

Lokmat has registered a strong growth in IRS 2011 Q4, adding 124 readers during the quarter, taking its AIR to 7,562,000 from 7,438,000 in Q3. Tamil daily Daily Thanthi, too, has seen a hike in its Q4 AIR at 7,503,000 from 7,447,000 in the previous quarter. The paper added 56,000 readers during the quarter. Mathrubhumi, ranked fourth among language dailies has added 36,000 readers during the quarter, registering an AIR of 6,666,000 from 6,630,000 in IRS 2011 Q3.

At No. 5 is Ananda Bazar Patrika. The Bengali daily has seen a decline in its AIR at 6,049,000 from 6,098,000 in the previous quarter. The paper lost 49,000 readers during the quarter.

The steepest decline has been recorded by Eenadu. The Telugu daily has lost 110 readers during the quarter taking its AIR down from 6,101,000 in Q3 to 5,991,000 in IRS 2011 Q4.

However, its growth for another Telugu daily, Sakshi, which has recorded an AIR of 5,303,000 in Q3, as against 5,219,000 in the previous quarter.

Both Dinakaran and Gujarat Samachar have seen decline in their Q4 AIR at 5,227,000 and 5,169,000, respectively.

Marathi daily, placed tenth, Daily Sakal has added the highest number of readers – 127 readers – during the quarter. The Marathi daily has registered an AIR of 4,400,000 in this quarter, up from 4,273,000 in Q3.

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