[icernet] IRS 2002 points to dip in print media readership - Strong growth in regional channels

[Arul Selvan]

There is a bigger universe of readers out there, but that is not 
translating into more readers per copy of a print publication because of 
the greater impact of other media, particularly the Internet and FM 
radio. And regional language media - TV channels and some print 
publications - appear to be the brightest in the media firmament, 
according to Indian Readership Survey 2002, based on Census 2001. There 
is a 15 per cent decline in casual readership of magazines, while 
readership of regional dailies - particularly in Hindi, Malayalam and 
Kannada - has grown. Claimed readership of any publication is up 
marginally, by 0.3 per cent over the previous year.

The penetration of print has declined particularly in the 12-14 years 
age group (down by 8 per cent from previous year), in the 25-34 years 
age group (5 per cent), and in the female segment (8 per cent). In the 
12-34 years age group, the decline can be attributed to the growing 
impact of FM radio (up by almost 700 per cent from the previous year), 
the Internet (up by 194 per cent), and cable & satellite channels (up by 
8 per cent). The survey was conducted across 2.29 lakh respondents in 
986 towns and 2,858 villages, and 337 publications, over 100 TV 
channels, primary radio channels and 32 Internet Service Providers.

Source:
http://www.hinduonnet.com/bline/2003/04/30/stories/2003043001140600.htm

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IRS bungles survey once again

All this is gratifying for the HT - ahead of TOI in the top 10, and 
adding lakhs of new readers - but alas, it is not very reliable. IRS's 
findings contradict both the NRS and the authoritative Audit Bureau of 
Circulations figures.

http://www.hindustantimes.com/news/181_243080,0008.htm