IRS Q1 2019: Malayala Manorama, Mathrubhumi gain; Daily Thanthi tops regional dailies list
Almost every regional daily saw a significant rise in readership as per the IRS Q1 2019 report
MRUC announced the results of IRS Q1 2019 last Friday after a gap of a year. The report combines the first quarter of this year along with the second third and fourth quarters of 2017. The sample size considered this time is 3.24 lakh household as opposed to 3.20 lakh households in IRS 2017. In the regional segment, Daily Thanthi took the first spot on the list of Top 10 dailies in respect to Total Readership with 2454000 TR. It has grown since the last IRS report, when it had 23149000 TR.
Speaking to exchange4media, KrishnaShetty Kandaraj, COO, Daily Thanthi, said, "Daily Thanthi has been a leader in terms of circulation and readership for the last 76 years. So we had all the confidence that with our content and circulation, our readership will definitely go up. We are pretty happy to note that our readers have shown so much support to the publication. We are happy that we have grown from the last IRS to this IRS."
But if we go by AIR (Average Issue Readership) numbers, Malayala Manorama (MM) tops the list with 9758000 AIR. That's an upward trend for MM as the IRS 2017 had reported 9383000 AIR. Varghese Chandy, Vice President, Marketing, Advertising Sales, Malayala Manorama, believes that AIR is the currency to measure readership.
"These are the ranking based on the quarter report added to the 3-year-old report. If you look at the average issue readership, which I consider as the currency for measuring the readership, we are fourth in the country. And if you look among the regional publications, we are at Number 3. This is a moving average; three fourth of the readership belongs to three- -year-old report. So growth for us looks really good but then it will be even more prominent when the new quarter reports come. Otherwise it is more or less in line with our growth in circulation. Print readership overall is still growing and is actually a good sign."
In case of Mathrubhumi, while it takes the fifth spot on the TR list with 2951, 000 TR, it is on the fourth position on the AIR list (6443,000).
"It is most encouraging to see a spurt in readership for us in the IRS 2019 Q1 data. It indeed is quite very promising that we added 11 lakh readers and improved our ranking from 15 to 11 among Top 20 dailies, which is commendable", says Shreyams Kumar, Joint Managing Director, Mathrubhumi Printing & Publishing Co Ltd.
(With inputs from Neethu Mohan)
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