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IRS Q3 2010: Assamese dailies put up a decent show; magazines still fighting it out

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IRS Q3 2010: Assamese dailies put up a decent show; magazines still fighting it out

Even as Assamese dailies have managed to put up a decent show with an Average Issue Readership (AIR) growth of 0.14 per cent in the IRS Q3 2010 results, the magazines have faltered to an overall drop in AIR of 2.04 per cent (monthly) and 0.74 per cent (weekly). Asomiya Pratidin is the top Assamese daily. Bismoi and Sadin are the top monthly and weekly, respectively.

Asomiya Pratidin is the most read daily with an AIR that is nearly four times that of its closest competitor, Asomiya Khabar. Asomiya Pratidin has recorded an AIR of 1,201,000 in Q3, up 2.04 per cent from its Q2 figure of 1,177,000.

On the other hand, Asomiya Khabar, the No. 2 Assamese daily, has seen a decline in readership of 5.57 per cent at 373,000 in Q3. Dainik Agradoot, Amar Asom and Dainik Janambhumi follow at No. 3, No. 4 and No. 5 spots. Dainik Agradoot’s AIR figure has declined by 5.19 per cent to 274,000. The AIR figures of Amar Asom and Dainik Janambhumi, which is ranked fifth, have recorded no change in their AIR figures.

Among periodicals, Bismoi is the most read monthly with an AIR of 340,000 in Q3. However, Bismoi has seen a decline in its readership of 1.73 per cent. Priyo Sakhi and Nandini are the next in the list of monthlies. Both of them have recorded positive growth. Priyo Sakhi has seen a steep growth of 21.67 per cent in readership, whereas Nandini has a more modest growth of 1.50 per cent.

Sadin is the only weekly magazine in the top five list of Assamese periodicals. Sadin has seen a marginal decline in readership of 0.74 per cent with an AIR of 268,000 in Q3.

[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]



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