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IRS Q2 2012: Publications see drop in readership

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MUMBAI: Daily publications continued to occupy all the spots in the top ten publications list, according to the Indian Readership Survey conducted by the MRUC. In fact, there is no change in the pecking order of the top ten publications.

Hindi daily Dainik Jagran continued to rule the charts with an All India Readership (AIR) of 16.43 million in the second quarter of 2012 (AIR Q1 2012: 16.41 million). Dainik Bhaskar saw a drop in AIR from 14.55 million in Q1 2012 to 14.45 in Q2 2012 while third place occupier Hindustan Times increased its Air to 12.21 million in Q2 2012 from 12.16 million in Q1 2012. Seven out of the top ten publications saw a drop in AIR.

The only change in the ranking of the Hindi dailies is the swapping of places by Navbharat Times and Prabhat Patrika. The former slipped from the No. 7 spot to be replaced by the latter. Navbharat Times’ AIR decreased from 2.588 million in Q1 2012 to 2.584 million in Q2 2012 while Prabhat Khabar’s AIR rose to 2.621 million in Q2 2012 from 2.437 in Q1 2012. Six out the top ten Hindi dailies lost out on readers in the second quarter of 2012.

In case of the English dailies, the Times of India (AIR: 7.643 million) maintained its position at the top of the list followed by Hindustan Times (AIR: 3.767 million) and the Hindu (AIR 2.208 million). The only change in the rankings was Mumbai Mirror (AIR: 795000) replacing Economic Times (AIR: 789000) at number seven and ET slipping to number eight.

Among the language dailies, Malayala Manorama held onto the top position with an AIR of 9.71 million followed by Marathi daily Lokmat at AIR of 7.507 million. In third place is Tamil publication Daily Thanthi with AIR measuring 7.431 million. Malayalam daily Matrubhumi (AIR:6.493 million) displaced Tamil daily Eenadu (AIR: 5.925 million) to take the number six spot.

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