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IRS 2010 Q1: Top 10 English publications continue to see a general decline trend

06-May-2010
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IRS 2010 Q1: Top 10 English publications continue to see a general decline trend

The Indian Readership Survey (IRS) Q1 2010 tells the same story this time as well. English publications seem to be following the same trend when it comes to AIR (Average Issue Readership) figures, which is the trend of decline. Magazines have taken a harder hit than newspapers. Among the Top 10 English dailies, five publications have seen a decline in AIR, which is one up from RS 2009 R2. When it comes to magazines, just two publications have seen growth, which is slightly better than the last round, where all magazines had seen decline.

The 50:50 dailies scenario

Among the dailies, The Times of India continues to be the most read, but has seen a 1.50 per cent decline in its AIR as compared to its 4.02 per cent growth in R2 2009. Its readership has dropped from 7,142,000 in IRS 2009 R2 to 7,035,000 in this round. Hindustan Times stays put at No. 2 and has seen a 3.59 per cent growth in IRS 2010 Q1 as compared to a decline of 4.21 per cent in the previous round. Its readership has grown from 3,347,000 in IRS 2009 R2 to 3,467,000 in IRS 2010 Q1.

The Hindu, at No. 3, has seen a marginal decline of 0.46 per cent in its AIR from 2,169,000 in IRS 2009 R2 to 2,159,000 in this round. On the other hand, The Telegraph has seen a growth of 4.70 per cent its readership, moving from 1,150,000 in IRS 2009 R2 to 1,204,000 in 2010 Q1. Deccan Chronicle, which takes the fifth place, has seen a 2.43 per cent decline in its AIR from 1,152,000 in the previous round to 1,124,000 in IRS 2010 Q1.

Mumbai Mirror at No. 6 has grown by 2.59 per cent, from 810,000 in IRS 2009 R2 to 831,000 in 2010 Q1. It may be noted that the daily had seen a 7.95 per cent decline in the previous round. The Economic Times, too, has seen a growth of 0.40 per cent, unlike in the last round where it had seen a 3.32 per cent decline in AIR. Its readership had climbed from 757,000 in IRS 2009 R2 to 760,000 in IRS 2010 Q1. On the other hand, DNA, which had seen a 4.76 per cent growth in the last round, has seen a decline of 9.58 per cent in this round - from 793,000 in the previous round to 717,000 in IRS 2010 Q1. The Tribune at No. 9 has grown marginally by 0.67 per cent from 596,000 in IRS 2009 R2 to 600,000 in this round. The New Indian Express has seen a 4.62 per cent decline in readership as compared to its 11.26 per cent growth in R2 2009.

The scoreboard of the dailies when compared to the last round of readership figures seems to show a reversal. Those that had witnessed growth in the previous round, have seen decline in readership this time around and vice-versa.

Declining trend in magazines

Magazines continue to witness a declining trend. However, there is a little cheer as two publications among the top 10 have shown growth as compared to the previous round, where there was no growth trend at all.

None among the top five magazines have shown growth. India Today, the highest read English magazine, has seen a decline of 4.79 per cent in AIR - from 1,878,000 in IRS 2009 R2 to 1,788,000 in this round. Readers Digest, which is at No. 2, has also seen a 3.57 per cent decline in AIR, from 1,317,000 in the previous round to 1,270,000 in IRS 2010 Q1.

General Knowledge Today has registered an AIR of 999,000 in IRS 2010 Q1, as compared to 1,072,000 in the previous round, a drop of 6.81 per cent. Competition Success Review follows at No. 4 with an AIR of 688,000 in the latest round as against 695,000 in IRS 2009 R2, a decline of 1.01 per cent. Outlook, which is placed fifth, has recorded a marginal decline of 0.20 per cent - from 496,000 in the previous round to 497,000 in IRS 2010 Q1.

Wisdom, on the other hand, has climbed up the charts from No. 7 in the previous round to No. 6 in IRS 2010 Q1 with an AIR of 420,000 and registering a growth of 1.20 per cent. Filmfare is at No. 7 with an AIR of 389,000 as against an AIR of 450,000 in the previous round, steep decline of 13.56 per cent. Stardust, too, has seen a decline of 2.89 per cent in AIR - from 381,000 in the previous round to 370,000 in IRS 2010 Q1, while Diamond Cricket Today has declined by 2.62 per cent - from 343,000 in IRS 2009 R2 to 334,000 in this round. Business Today, which occupies the tenth position, sees a jump of 20.37 per cent in its AIR - from 270,000 in the previous round to 325,000 in IRS 2010 Q1.

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