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IRS 2010 Q3: Dailies continue to lose readers in Delhi

By Prajjal Saha , afaqs!, New Delhi | In Media Publishing | December 06, 2010
While English dailies have recorded a decline of 6.6 per cent in total readership in the last one year; for the Hindi dailies, the decline is 5.5 per cent.

In the last one year (since IRS 2009 R2), both English and Hindi dailies have lost readers in the National Capital Region (NCR), which includes Delhi and its urban environs. While English dailies have recorded a decline of 6.6 per cent in total readership; for the Hindi dailies, the figure is a little lower at 5.5 per cent. In terms of absolute numbers, Hindi dailies are down by close to 5 lakh readers, while English dailies have lost more than 3.5 lakh readers.

Only four amongst the top 10 dailies have recorded growth or maintained status quo in the last one year. Hindustan is the biggest gainer with a marginal increase of 51,000 readers -- just above 2 per cent. The biggest gain for Hindustan has come from South Delhi, where it has added some 45,000 readers -- close to 9 per cent. In IRS 2009 R1 too, the Hindi newspaper had added more than 1 lakh readers.

Dainik Bhaskar, which has a small base in the city, has had a good year. It has increased its total readership by more than 11 per cent -- from 3.62 lakh to 4.04 lakh readers -- since IRS 2009 R2. The Hindi daily has gained readers in all four reporting centres of Delhi, but has lost readers in the satellite towns -- Ghaziabad, Faridabad, Gurgaon and NOIDA.

Another newspaper that has a small base, but has registered growth in the city is The Hindu. This Chennai-based newspaper has increased its readership by more than 14 per cent, taking its total readership to close to 2 lakh in the city.

Two of Times Group's publications -- The Economic Times (ET) and Navbharat Times (NBT) -- have managed to retain their readership. While ET has grown by 4 per cent, NBT has maintained status quo since 2009 R2. However, the flagship brand of the group, The Times of India (TOI) has lost around 4 per cent (1.39 lakh) readers in the last one year.

The last one year has also spelt losses for Punjab Kesari and Amar Ujala. While Punjab Kesari has lost close to 11 per cent (3 lakh) readers; Amar Ujala has lost close to 17 per cent (1.5 lakh) readers.

Dainik Jagran, which had gained 83,000 readers in 2009 R1, has lost more than 1 lakh readers since then.

Amongst others, Hindustan Times and Mail Today have lost 36,000 and 13,000 readers, respectively, in the National Capital Territory of Delhi.

Present quarter

Hindustan, TOI, Dainik Bhaskar, Hindustan Times (HT) and Dainik Jagran have added readers in 2010 Q3.

Hindustan has added 28,000 readers; while TOI has added 27,000. Dainik Bhaskar and HT have added 17,000 and 15,000 readers, respectively.

The biggest losers in the Capital have been Punjab Kesari and Amar Ujala. Both the Hindi dailies have lost 90,000 and 40,000 readers, respectively. Rashtriya Sahara has lost close to 34,000 readers.

South Delhi

In what is considered to be the upmarket part of Delhi, TOI has lost 72,000 readers in the last one year. Punjab Kesari and Mail Today have also lost 69,000 and 29,000 readers, respectively, in this reporting unit.

The gainers in South Delhi have been Hindustan, which has added 45,000 readers; while The Hindu and Dainik Bhaskar have added 12,000 and 10,000 readers, respectively.

Though HT is the most read daily in this part of town, it has lost 22,000 readers in the last one year.

North Delhi

In this university district, which is home to students from across the country, some surprises are in store. The Indian Express and The Hindu have increased their readership by 20,000 and 19,000, respectively. At the same time, both TOI and HT have lost readers in this part of town. While TOI has lost 49,000 readers in the last one year; HT has lost 26,000.

Amongst the top gainers are Navbharat Times and Dainik Jagran, which have increased their readership by 51,000 and 29,000, respectively.

East Delhi

The Economic Times is the biggest gainer in this reporting unit, having added about 30,000 readers. It is followed by Dainik Bhaskar, which has added 14,000 readers. The Indian Express has added 8,000 readers; while HT has retained its readers. NBT, which is the most read daily in this district, has maintained status quo, having added a marginal 3,000 readers.

Punjab Kesari has lost 82,000 readers; while TOI has lost 40,000.

West Delhi

Navbharat Times, Mail Today and Dainik Bhaskar are the top gainers in this market. NBT has added 26,000 readers; while Mail Today has 17,000 new readers. Dainik Bhaskar has added 16,000 readers in this market.

Dainik Jagran has lost 23,000 readers in West district, though its loss is less than that of Punjab Kesari (51,000). Amar Ujala has also lost 21,000 readers here. TOI and HT have lost 19,000 and 13,000 readers in West Delhi since 2009 R2.

NCR (Gurgaon, NOIDA, Ghaziabad, Faridabad)

Together, these four satellite towns contribute to 17 per cent of the total readership of dailies in the city.

Gurgaon's contribution is the lowest -- less than 1.5 per cent. Dainik Jagran is the only daily to have registered a growth of 7,000 readers in this area.

In Faridabad, which contributes 6 per cent of the total readership, both HT and TOI have recorded growth. While HT has grown by 22,000 readers, TOI has added 10,000 readers.

Dainik Jagran is the most read daily in NOIDA, which contributes to around 2.5 per cent of the total readership of dailies in the city.

Ghaziabad contributes to around 7 per cent of the total readership of dailies in NCR. TOI is the top gainer in this market, having added 19,000 readers. It is followed by Hindustan, which has added 3,000 readers. Both Dainik Jagran and Amar Ujala have lost more than 70,000 readers in this part of town.

The estimated 12+ population the National Capital Territory of Delhi is 1.8 crore and the sample size in Q3 was 10,220.

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