“Readership drop in Kerala does not reflect mkt reality”

INS’ Kerala Regional Committee says that agents’ strike in March-April 2012 has led to incomplete IRS reporting in Kerala

e4m by exchange4media Staff
Updated: Oct 8, 2012 8:19 PM
“Readership drop in Kerala does not reflect mkt reality”

The INS’ (Indian Newspaper Society) Kerala Regional Committee has raised questions on MRUC’s (Media Research User’s Council) decision to report Kerala readership numbers stating that MRUC was informed and it should have been sensitive to the on-ground problems that publications were facing in the market due to agents’ strike that had impacted newspaper distribution in Kerala.

In the latest round of IRS (Indian Readership Survey), most publications in Kerala have shown a drop in readership. A statement from P V Chandran, Chairman, Kerala Regional Committee, Indian Newspaper Society stated, “Results from the latest quarter of IRS do not reflect market reality in Kerala. During the months of March and April 2012, the distribution of the publications in Kerala was affected due to agents’ strike. We had requested industry bodies such as ABC (Audit Bureau of Circulation) and MRUC to take this into consideration and exclude the strike affected period from their reports.”

According to Chandran, ABC agreed to INS’ request and released the January – June 2012 period report without the strike affected days but MRUC did not agree to suspend the samples of this period. This has resulted in an overall drop in dailies and magazines in Kerala, he said.

“IRS is a sample survey and the samples selected during strike affected period, when publications were not available, have affected the readership figures. The readership figures of Kerala are therefore incomplete. Industry bodies such as the MRUC should be sensitive to such problems faced by publications, especially since normalcy, was restored in a short period but the impact of this survey will be there for a longer period,” said Chandran.

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