Banquo’s ghost came back to haunt the readers of Delhi's English dailies last week and how. The day Obama won, both The Times of India and Hindustan Times in Delhi also ran stories proclaiming that they were the numero uno in the Capital. Veteran journalist <b>Sandeep Bamzai</b> brings out the traditional fight for the No. 1 spot between the two leading dailies.
Though predominantly a study of readership trends in India, the Indian Readership Survey (IRS) has also thrown significant light on the direct-to-home scenario in the country. <b>Suresh Nimbalkar</b>, Vice President, Hansa Research shares with exchange4media the DTH growth story.
The Indian Readership Survey (IRS) has shown a decline trend across most publications and a severe drop for magazines. The data available with exchange4media show figures of as many as 161 magazine titles. Of these, only 19 titles have shown growth. And of these, 13 publications have shown single digit growth.
Much like it has been with any other aspect of the Indian Readership Survey (IRS) 2008 R2 findings, the language wise leadership trends on the average issue readership (AIR) numbers, too, do not throw any surprises. Indian language publications that have reigned as the leaders in their respective segments continue to hold on to their numbers. A significant number of publications have dropped in AIR.
Prior to the releasing the Indian Readership Survey (IRS) 2008 R2 data, Hansa Research officials had explained that the print medium has grown overall and the trend is driven by the increase in readership of dailies. The average issue readership (AIR) numbers of the IRS 2008 R2, however, has seen seven out of the top 10 dailies lose readership. For many in the industry, this further highlights the broad point that in the changing media scenario, total readership would find some relevance.
Saras Salil leads the top ten magazines chart in India, as per the IRS 2008 R2 data. The average issue readership (AIR) numbers show significant decline for all periodicals. The only player that seems to be holding on to its numbers is Hindi monthly Pratiyogita Darpan. MRUC officials divulge that the proposed new readership data for the magazine industry is not expected to be in place till 2010.
Most newspapers and magazines have taken more than the usual time to crunch data in IRS 2008 R2 when the data CDs reached media houses on November 5. The MRUC and Hansa Research have changed some of the crucial aspects of the data, and unlike in the previous rounds, where the fronting metric was average issue readership (AIR) numbers, in this round, total readership (TR) takes charge. The feedback from the print fraternity varied from sheer confusion to rage; some are still coming to terms with the changes. MRUC explained that this was done to bring "cross-media parity in measurement".
The discussion on the readers-per-copy (RPC) subject comes up just about every time members of the newspapers and magazines industry question the recurrent decline in readership numbers, despite the increase in circulation. The Media Research Users Council (MRUC), in its address to the industry on November 4, attempted to explain some of the factors that lead to this decrease in readership.
MRUC has released the Indian Readership Survey 2008 R2 data today. The top-line findings for dailies show that The Times of India leads the English dailies with a total readership of 133.4 lakh, followed by Hindustan Times with a total readership of 63.5 lakh. Among Hindi dailies, Dainik Jagran and Dainik Bhaskar dominate.
MRUC has released the Indian Readership Survey 2008 R2 data today. The top-line findings for dailies show that The Times of India leads the English dailies with a total readership of 133.4 lakh, followed by Hindustan Times with a total readership of 63.5 lakh. Among Hindi dailies, Dainik Jagran and Dainik Bhaskar dominate.