IRS Q2 2010: Magazines display strong growth potential in Andhra Pradesh

With substantial increase in readership, market leader in Andhra Pradesh, Eenadu, has further widened the gap with No. 2 player Sakshi, according to IRS Q2 2010 results. While elsewhere magazines have taken a beating, in Andhra Pradesh magazines have displayed a commendable show. Barring Swati, all other magazines have shown growth.

e4m by Judy Franko
Updated: Aug 27, 2010 8:27 AM
IRS Q2 2010: Magazines display strong growth potential in Andhra Pradesh

With substantial increase in readership, market leader in Andhra Pradesh, Eenadu, has further widened the gap with No. 2 player Sakshi, according to IRS Q2 2010 results. While Eenadu has recorded an average issue readership (AIR) of 6,087,000 in Q2, Sakshi has seen an AIR of 4,638,000. Both dailies have recorded growth in AIR.

Among the English dailies, Deccan Chronicle has put up a strong show adding 33,000 more readers according to the data. While The Hindu witnessed neither growth nor de-growth, Times of India has seen a marginal increase in its readership adding 4,000 readers.

Among the Telugu dailies, major losses suffered in Andhra Pradesh, were by Andhra Bhoomi and Vartha. While Andhra Bhoomi’s AIR eroded by 28.86 percent, Vartha has suffered a loss of 27.96 per cent compared to IRS 2010 Q1.

While everywhere else magazines have put up a dismal show according to IRS 2010 Q2, magazines in Andhra Pradesh have displayed a commendable show. Except Swati, which has registered a slump of 9.72 per cent, all the magazines in the market have shown growth. While Swati Sapari Vara Patrika, a Telugu magazine, has added 68,000 more readers, Andhra Bhoomi Sachitra Vara Patrika has 20,000 more readers. Among the magazines, Sitara, a Telugu magazine, has added 32.65 percent readers more.

India Today (Eng), India Today (Tel), Readers Digest, General Knowledge Today, The Sportstar has also recorded marginal growth.

Among the top ten dailies only four are showing de-growth while in the magazine category, except Swati, everyone has grown. If the trend is anything to go by, in AP people continue to patronize newspapers and magazines despite the presence of nearly a dozen Telugu news channels.

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