IRS 2010 Q4: Steady decline in Oriya publications
Even as dailies such as Dharitri and Samaj have registered an increase in readership, it does not make up for the loss of leading Oriya daily Sambad’s AIR numbers.
With rise and fall in readership in 2010, Oriya daily market has grown at a decent pace. In Q4 results of IRS, Any Oriya daily has registered AIR of 36.31 Lac. However, de-growth for magazines has continued in Oriya language domain too.
The most read daily of the genre, Sambad has seen constant decline in its readership in last all three Quarters of 2010. In Q4 result of IRS the daily has witnessed AIR of 14.85 Lac. Dharitri have been able to manage growth in readership in Q4 as compared to Q3 results. In Q4 round it had scored AIR of 14.49 Lac. The third most read daily of the domain, Samaj has seen decline in readership in Q4 as compared to Q3 results of IRS. It was only in Q2 round of 2010 that the daily had seen hike in the readership.
Meanwhile, the fourth most read daily of the genre, The Samaya has seen rapid decline in readership in all last three Quarter result of IRS 2010. In Q4 round of IRS, the daily scored AIR of 2.49 Lac.
In the Oriya magazine domain, The Saptahik Samaya has registered AIR of 2.82 Lac in the Q4 IRS 2010. The magazine did not manage to see growth since Q1 round results of IRS. The Kadambini has got AIR of 84,000 in Q4 results of IRS. Second most read monthly Nijukti Khabar has recorded AIR of 1.35 Lac (other quarter results for the magazine was not available).
