up 1.2 lakh new readers between October 2008 and December 2009, the field research period for the Q1 2010 survey.
HT’s growth story continues in Mumbai where it launched an edition in 2005. It has picked up 35,000 new readers while its main rivals — The Times of India and DNA — lost readers.
And the growth has been the highest among readers under 30 years, building on its strong position among those older. The reasons for the all-around surge has been the re-launch of Hindustan Times with its contemporary look and feel and content geared towards fulfilling the needs of a resurgent nation with a booming economy and a young population. The survey measures readership in two ways. The first is Average Issue Readership, which, as the name suggests, is the number of people who read the newspaper any given day.
The second is Total Readership, which is an aggregate of regular and casual readers used by media planners to gauge the reach of a publication.
Hindustan Times leads the competition on both counts.
In Delhi, HT has 20.12 lakh readers, according to the AIR count. The Times of India comes No 2 with 19.48 lakh. HT grew by 78,000 readers over the survey period as TOI lost 77,000.
In the combined total for Delhi and NCR, HT picked up 70,000 new readers to lead the field with 22.06 lakh readers. The HT growth story doesn’t end here.
The numbers show that HT’s committed band of one-paper readers is far bigger than that of its closest competitor. In Delhi, 13.87 lakh people read HT as their only English daily compared to 12.83 lakh reading only TOI.
Also within the HT Media group, Hindi Daily Hindustan consolidated its position as the No 3 National daily and, at 6 per cent, continued to be the fastest growing Hindi daily in the country.
It has added 5.80 lakh readers, driving readership to 99.14 lakh (AIR). Hindustan is also a clear No.3 daily in the country on Total Readership (TR) basis.
HT Media Ltd’s business paper Mint consolidated its position as the No 2 business daily with 1.58 lakh readers (AIR), with significant gains coming from the Mumbai market where it grew by 62 per cent.
And it remains a clear No. 2 in the core audience of Sec A1, with a very loyal reader base of which four out of five don’t read any other business daily.