IRS 2009 R2: Tamil newspapers and magazines witness no growth

The downturn in Average Issue Readership (AIR) continues. According to Indian Readership Survey (IRS) 2009 R2 data, all top five Assamese dailies have shown a decline in AIR.

Asomiya Pratidin continues its massive lead among Assamese dailies with an AIR of 1,225,000 in R2 as against 1,250,000 in R1, a decline of 2.00 per cent. Asomiya Khabar, the second most read newspaper, has also seen a decline of 1.59 per cent from an AIR of 378,000 in 2009 R1 to 372,000 in R2. Dainik Agradoot declined 4.70 per cent from 362,000 in 2009 R1 to 345,000 in the latest round.

Sadin, which ranks fourth among Assamese newspapers, witnessed a sharp decline of 12.94 per cent in its AIR to 296,000 in R2 from 340,000 in 2009 R1. Amar Asom in fifth position has registered a marginal decline of 0.78 per cent from 257,000 in 2009 R1 to 255,000 in R2.

Assamese magazines in double digit fall

Assamese magazines are also in the red, with all four Assamese magazines witnessing a drop in AIR. In fact, three of the four magazines have seen double digit fall.

Bismoi, however, continues its massive lead with an AIR of 409,000 in R2, down from 477,000 in 2009 R1, a decline of 14.26 per cent. Priyo Sakhi has emerged as the second most read magazine with AIR of 263,000 in R2 from 286,000 in R1, a decline of 8.04 per cent, which is the lowest fall among the Assamese magazines.

Nandini declined 14.10 per cent to 262,000 in R2 from 305,000 in the previous round, while Prantik saw the biggest fall in AIR of 19.72 per cent from 142,000 in 2009 R1 to 114,000 in the latest round.

Punjabi dailies have fared better than most language publications as per the Indian Readership Survey (IRS) 2009 R2 data. All the publications have recorded growth in their average issue readership (AIR).

Ajit, which is the No 1 Punjabi daily, has registered a growth of 8.29 per cent from 1,049,000 in 2009 R1 to 1,136,000 in the latest round.

Similarly, Jag Bani, which is placed second, has seen a growth of 15.08 per cent from an AIR of 975,000 in 2009 R1 to 1,122,000 in R2. Punjabi Tribune has increased from 173,000 in R1 to 243,000 in this round, a jump of 40.46 per cent in its AIR.

The readership story for Telugu publications is not a very happy one with both dailies and magazines witnessing decline as per the Indian Readership Survey (IRS) 2009 R2 data.

Among the dailies, Eenadu leads, but has registered a decline of 4.63 per cent in average issue readership (AIR). Following Eenadu is Sakshi, the recently launched daily, which seems to have a stronghold over its audience to reach the second position with an average issue readership of 4,556,000. Andhra Jyothi at No 3 has recorded a decline of 9.81 per cent, while Vartha at No 4 has seen the maximum decline in AIR of 26.10 per cent. Andhra Bhoomi has registered a 6.53 per cent growth, while Andhra Prabha at No 6 has registered a decline of 22.81 per cent. Surya is placed seventh with an AIR of 83,000 in this round.

The decline trend is no different for Telugu magazines with all Top 10 magazines showing decline. Swati Sapari Vara Patrika, the most read Telugu magazine, has seen a decline of 14.08 per cent, while Swati at No 2 has seen an 11.65 per cent decline. Annadata has registered a decline of 13.99 per cent, while the Telugu version of India Today is at the fourth position with a 15.58 per cent decline in AIR. Andhra Bhoomi Sachitra Vara Patrika has declined by 14.05 per cent. Sitara, which is at the sixth position, has registered the maximum decline of 35.71 per cent.

As per the Indian Readership Survey (IRS) 2009 R2 data, English publications see no different trend in their average issue readership (AIR). Magazines have taken a harder hit than newspapers, as have been seen in the last couple of rounds. Among the Top 10 English dailies, four have seen a decline in AIR. However, when it comes to magazines, not a single one in the Top 10 list has seen growth.

The Times of India continues to be the most read English daily and has seen a 4.02 per cent growth in its AIR. Hindustan Times follows at No 2, but has seen a decline of 4.21 per cent in AIR. The Hindu, which is at No 3, has also seen a 2.95 per cent drop in AIR. On the other hand, Deccan Chronicle and The Telegraph have seen growth in AIR at 5.40 per cent and 6.19 per cent, respectively.

Mumbai Mirror at No 6 has dropped by 7.95 per cent, while The Economic Times, too, has registered a decline of 3.32 per cent in AIR. DNA has grown by 4.76 per cent, while The Tribune at the ninth position has grown by 15.73 per cent. The New Indian Express has seen an 11.26 per cent growth in AIR in Round 2.

Magazines witness decline

English Magazines haven’t fared well as far as the average issue readership is concerned. India Today, the highest read English magazine, has seen a decline of 3.94 per cent in AIR, while Readers Digest, which is at No 2, has seen a 0.75 per cent drop. General Knowledge Today has seen a 4.37 per cent decline, while Competition Success Review has registered a 9.27 per cent decline. Outlook, which is placed fifth, has recorded a 6.75 per cent decline in AIR.

Filmfare is at No 6 and has registered a decline of 8.16 per cent, while Wisdom has dropped by 8.79 per cent. Stardust, too, has seen a decline of 1.80 per cent in AIR, while Diamond Cricket Today and The Week have registered decline of 9.26 per cent and 4.04 per cent, respectively.

Only two out of the top five Bengali dailies have witnessed marginal growth, according to the Indian Readership Survey (IRS) 2009 R2 data for Average Issue Readership (AIR). Interestingly, the top three dailies are the ones that have seen a drop in AIR, whereas the fourth and fifth ranked newspapers – Ganashakti and Aajkaal – have grown by 3.97 per cent and 0.16 per cent, respectively.

Ananda Bazar Patrika continues to lead among Bengali dailies, however, its readership has fallen marginally at 1.15 per cent to 6,474,000 in R2 from 6,549,000 in 2009 R1. Bartaman, too, sees a marginal decline from 2,467,000 in 2009 R1 to 2,451,000 in R2. Sangbad Pratidin has dropped 7.14 per cent to reach 1,119,000 in the latest round from 1,205,000 in 2009 R1.

Ganashakti, on the other hand, grew to 970,000 in R2 from 933,000 AIR in 2009 R1, while Aajkaal grew to 640,000 in R2 from 639000 in R1.

The decline story continues for Bengali magazine as well, with four of the five magazines having de-grown, as compared to the previous round. Anandamela, which is placed fourth, is the only magazine in the top five to have witnessed growth in AIR at 428,000 in R2 from 410,000 in 2009 R1, a growth of 4.39 per cent.

Leading the Bengali magazines is Karmakshetra, which has witnessed the biggest drop in AIR of 12.60 per cent among the top five Bengali magazines, from 778,000 in 2009 R1 to 680,000 in R2.

Sananda and Saptahik Bartaman, ranked No 2 and No 3, respectively, have also de-grown in double digits. While Sananda has seen a drop of 10.54 per cent to register an AIR of 509,000 in R2 from 569,000 in R1, Saptahik Bartaman recorded an AIR of 481,000 in R2 from 540,000 in R1, a decline of 10.93 per cent.

Amid fall in average issue readership (AIR) of most language publications, Malayalam publications offer a ray of hope, with both newspapers and magazines witnessing robust growth. As per the Indian Readership Survey (IRS) 2009 R1 data, four of the top five Malayalam dailies have seen a rise in AIR.

Malayala Manorama continues to be the most popular Malayalam daily and has registered an AIR of 9,183,000 in R2, as compared to 8,883,000 in 2009 R1, a growth of 3.38 per cent.

Its nearest rival, Mathrubhumi, also grew 4.13 per cent from 6,413,000 in R1 to 6,678,000 in R2. Deshabhimani, which ranks No 3 among the Malayalam dailies, has seen a jump in AIR to 2,027,000 in R2 from 1,662,000 in 2009 R1, a growth of 21.96 per cent.

In fourth position is Kerala Kaumudi, which has registered an AIR of 895,000 in the latest round from 725,000 in 2009 R1, a growth of 23.45 per cent in its AIR.

Madhyamam, which ranks fifth among the dailies, is the only publication to register a decline, dropping 18.94 per cent.

Magazines too have a growth story to tell

Malayalam magazines, too, are on a roll with four of the top five Malayalam magazines witnessing growth. Vanitha is the most read Malayalam magazine, growing 10.73 per cent from 2,619,000 in R1 to 2,900,000 in R2. Malayala Manorama (Weekly) is ranked second with an AIR of 1,609,000 in R2 as compared to 1,400,000 in R1, a growth of 14.93 per cent. Balarama has seen a 5.02 per cent growth in AIR to 1,507,000 in the latest round from 1,435,000 in R1.

Fourth ranked Mathrubhumi Arogya Masika is the only Malayalam magazine among the top five to have de-grown. The magazine has registered an AIR of 1,048,000 in R2, as against an AIR of 1,061,000 in 2009 R1, a marginal drop of 1.23 per cent.

The highest growth in AIR among the top five Malayalam magazines has been recorded by Mathrubhumi Thozhil Vartha, which ranks fifth. The magazine has recorded a growth of 23.07 per cent, from 776,000 in 2009 R1 to 955,000 in R2.