IRS Q1, 2010: Both Eenadu and Sakshi gain readers in Andhra Pradesh

Telugu daily Eenadu continues to be No. 1 in Andhra Pradesh and its capital city as well. In Andhra Pradesh, the newspaper claims a total readership of 1.45 crore, out of which 11 per cent comes from Hyderabad, where the newspaper claims a total readership of 16.50 lakh.

The newspaper has registered growth for the second consecutive time, having added 1.37 lakh readers in the state. In the previous round, the Telugu newspaper added 6.05 lakh readers in the state. However, in the state capital, the newspaper has lost readers for the second consecutive time. It has lost 1.32 lakh readers in the last two rounds.

At No. 2 is Sakshi, the two and a half year old Telugu daily. The newspaper was reported in IRS for the first time in R2, 2009, when it recorded a total readership of 1.25 crore in the state – only 18.28 lakh readers behind Eenadu.

In this round, the newspaper has added 4.71 lakh readers, narrowing its gap with the No. 1 daily by 14.94 lakh.

Andhra Jyothi, which slipped to the No. 3 position in the last round following the entry of Sakshi, recorded total readership of 59.91 lakh, an increase of 2.41 lakh in this round. The daily enjoys the No. 4 position in the state capital, with total readership of 4.23 lakh – a loss of 49,000 readers.

Vartha is at No. 4 in Andhra Pradesh, with a total readership of 37.75 lakh. It has lost 12.22 lakh readers in the last two rounds – the highest amongst the Top 10 dailies in the state. In Hyderabad, the daily is at No. 5 with a total readership of 3.14 lakh. Here, too, the Telugu daily has lost close to 32 per cent readers in the last two rounds, which has brought down its readership in the city from 4.59 lakh in R1, 2009 to 3.14 in Q1, 2010.

The daily is at No. 3 in the city with a total readership of 8.77 lakh. Even in this market, the newspaper has lost 55,000 readers. However, in the previous round, it had added 74,000 readers.

At No. 6 is another Telugu daily, Andhra Bhoomi, which has recorded total readership of 10.22 lakh in the state. The daily has lost 1.56 lakh readers in the last two rounds, out of which 54,000 readers were lost in the current round. In Hyderabad, the daily is at No. 10 with a readership of 91,000 – a loss of 8,000 readers.

At No. 7 in the state is The Hindu – the second English daily to feature in the Top 10 list. The daily has recorded a total readership of 9.49 lakh this time, registering a loss of 94,000 readers in this round. In the previous round, the daily had added 79,000 readers, which is now compensating for the current losses. The newspaper has lost marginal readership of 15,000 in the last two rounds. The English paper is at No. 6 in Hyderabad, with a total readership of 2.54 lakh – a loss of 48,000 readers.

Andhra Prabha has moved up from No. 9 to No. 8 position in the state. The daily has gained 52,000 readers in this round. The newspaper has been growing in the last two rounds as it has added 82,000 readers, taking its total readership to 4.09 lakh. However, in the city, the daily has total readership of only 10,000.

Surya has swapped places with Andhra Prabha and has slipped from No. 8 to No. 9 position, with a total readership of 3.62 lakh. The daily made its way to the Top 10 list of dailies in the state with a total readership of 3.74 lakh during the previous round. This newspaper is also not in the Top 10 list of dailies in Hyderabad.

The Times of India is at No. 10 in the state and enjoys the No. 7 position in the city. The daily recorded a total readership of 2.54 lakh readers in the capital, with only 65,000 readers outside Hyderabad. The daily has added marginal readership of 2,000 in the last two rounds in the state, but has lost 15,000 in the capital during the same period.