Your favourite newspaper, Hindustan Times, continues to be the market leader in Delhi and the National Capital Region with 22 lakh readers, according to the latest report of the Indian Readership Survey, an industry standard.
In Mumbai, Hindustan Times is the fastest growing daily. It grew by a spectacular 44 per cent over the last one year and is now read by 5.5 lakh readers every day. The other publications of Hindustan Times Media Ltd have also done well.
Mint has firmly established itself as India’s second largest business paper. It grew by 26 per cent over the last six month to 1.75 lakh readers daily. It was launched in February 2007 in Delhi and now comes out of three other centers.
The group’s Hindi daily, Hindustan, continues to be the third largest newspaper in the country with a daily overall readership of 93 lakh. It grew by 32 per cent in Delhi and NCR, where it has 14 lakh daily readers.
Readership for print publications is measured by AIR (Average Issue Readership) and TR (Total Readership). AIR is measured by the periodicity of the publication – daily for a daily like Hindustan Times.
So, 22 lakh AIR for Hindustan Times means 22 lakh people read the paper daily on an average. The question asked of a respondent being surveyed would be typically this: “Did you read this paper yesterday?”
The other count is TR – which is an aggregate of people who read the daily over an average week (the frequency could be less than once a week).
HT’s TR for Delhi and NCR is 33.16 lakh, going up from 32.69 lakh in the previous survey.
The Times of India leads the TR count at 33.92 lakh, but it’s down from 33.97 in the previous survey. TOI’s AIR count for Delhi and NCR is 21.93 lakh.
Media planners go by AIR as the true measure of leadership and readership when planning their advertising campaigns.
Media specialist Arpita Menon, said, “TR is an overall measure of readership numbers. A reader may read a publication occasionally, but in a cycle, if he’s read it even once or just a few times, he’s counted as a reader. In the case of AIR however, it’s the regular reader who is taken into account.”
Menon added that some publications may use the TR numbers while marketing themselves, since the numbers are higher than AIR numbers, media planners still consider the latter as the suitable planning unit.
Meenakshi Madhvani, managing partner of media audit outfit Spatial Access Solutions, said, “In an advertising buying cycle, it is the average and not the cumulative readership that will give me a more accurate idea of the number of readers seeing the ad. Someone who reads a publication occasionally, may not see my ad at all. For media planners, looking at AIR figures is standard practice.”