Indian Readership Survey (IRS) Q1 2019 report shows print still alive & kicking
Newspapers and magazines in the country together add 2.7 cr readers since IRS 2017
Despite the fact that digital media has steepest increase over the last few years, print still holds a strong position in the Indian market as the Indian Readership Survey (IRS) Q1 2019, published by Media Research Users Council (MRUC), tells a big growth story of print showing an upward trajectory. Printed newspapers in the country have added 1.8 crore readers since IRS 2017, while magazines added 90 lakh readers.
While printed newspapers in the developed countries have been declining, India is still seeing growth in all mediums. The Indian Readership Survey (IRS) Q1 2019 report showes that Hindi dailies in the country have added 1 crore readers. The report mentions that rural regions contribute 0.5 crore readers while the remaining comes from urban areas. The total readership has increased marginally to 37.3 percent from 36.8 percent.
According to the key findings of the report, online newspaper readership has grown 5 percent on an all-India basis. On other hand, magazines also reported increased readership of 8.7 crore, which is 90 lakh more than the number recorded in the last IRS survey in 2017.
Top English dailies
Among the English dailies, The Times of India has retained its number one position, with a total readership of 1,52,36,000 in IRS 2019 Q1 against 1,30,45,000 of in IRS 2017. The Hindu is at the second spot followed by The Economic Times at the third. Mumbai Mirror and The Indian Express have got fourth and fifth positions in terms of total readership. Hindustan Times has not been included as the numbers are being reviewed and the newspaper’s ranking is expected to be updated shortly. This may alter the rankings. The other seven in the top 10 list of English dailies included Mumbai Mirror, The Indian Express, The New Indian Express, The Tribune, The Telegraph, Deccan Chronicle and Mid Day.
Top Hindi dailies
As positions of Hindi dailies reported in the survey, Dainik Jagran has retained the top position with a total readership of 7,36,73,000 compared with 7,03,77,000 recorded in IRS 2017. Another title from the DB Corp, Dainik Bhaskar comes next overtaking Amar Ujala. Their total readership has grown to 5,14,05,000 in IRS 2019 Q1 against 4,51,05,000 in IRS 2017. Amar Ujala’s total readership in IRS 2019 Q1 stood at 4,76,45,000, up from 4,60,94,000 in IRS 2017. Overall top 10 Hindi dailies according to the survey are Dainik Jagran, Dainik Bhaskar, Amar Ujala, Rajasthan Patrika, Prabhat Khabar, Punjab Kesari, Patrika, Navbharat Times, Nai Dunia and Hari Bhoomi.
Top regional publications
Regional publications have seen the most upheaval in their top 10 rankings with reference to total readership and average issue readership (AIR). While Malayala Manorama (daily) is third in terms of total readership with Daily Thanthi and Lokmat taking first and second positions, in terms of AIR, the Malayalam newspaper is in the top slot, followed by Eenadu at second, which in terms of TR is in the fourth position. Lokmat drops to fifth position in AIR, while Mathrubhumi, which is in the fifth in TR, stands fourth in AIR.
In the period between Indian Readership Survey (IRS) 2017 report and IRS 2019 Q1 report, there has been growth of 0.9 crore additional readers in magazine readership. The growth of urban readers has got a slight push with a 13 percent growth rate (4.9 readers in crore) as opposed to 12 percent in IRS 2017 (4.5 readers in crore). The rural area readership, however, has remained the same 5 percent with 3.8 crore readers against 3.4 crore readers in IRS 2017.
The total readership recorded the top magazines on the basis of respective periodicity. India Today (English) is the top ranking magazine with a 9,152 readership. There has been a massive growth from IRS 2017 where the magazine had 7,992 readers. The second magazine to dominate the magazine space is India Today (Hindi) with a readership of 7,712 as opposed to 7159 in IRS 2017. There has been a growth of 15 percent new readers, adding over 1 million in total readership.
Samanya Gyan Darpan, the third-ranking magazine has a readership rate of 7,495 this year as against 6,882 recorded in IRS 2017. The fourth-ranking magazine is Vanitha (Malayalam) with a readership of 7,028 as opposed to 6126 in IRS 2017. Comes next is Pratiyogita Darpan (Hindi) that records 6418 readers in the IRS 2019 Q1 as opposed to IRS 2017 where the readership was 5924. The IRS 2019 Q1 report has paved a new way which is useful for advertisers, marketers, and stakeholders investing in these magazine publications.