IRS Q2 2011: Growth stories sight cite honesty to work and strong audience hold as the peddle pushers

The Indian Readership Survey of the second quarter of 2011 has brought in reasons of joy for some publications, only adding on to the festive mood! The some of the result figures indicate growth for some English dailies, while a drop for others, the growth seen is note worthy.

It shall be marked here that where the growth of any English daily in terms of average issue readership (AIR) was 17486 in the first quarter, the second quarter has grown only marginally reaching to 17674, taking the growth percentage to 1.08 %. Interestingly, some English dailies have a much brighter and colorful growth stories to talk about.

Adgully exclusively spoke to some of the "gainers' of this quarter of IRS 2011, to understand the "mantra' behind their respective growths and the road maps ahead.

Amit Shukla, Chief Executive Officer, Deccan Chronicle said, "IRS Q2 2011 reinforces the robust growth in Deccan Chronicle readers. After all, the ABC Jan-June 2011 places Deccan Chronicle as the second largest circulated English Daily in India, and the largest in South India." The Deccan Chronicle has registered a growth of 5.12 %, which as we understand is quite high as compared to the entire category. Adding further Amit Shukla Said, "For advertises, both these figures reinforce the same message : Deccan Chronicle is the best advertising choice, if your target audience speaks and reads English and resides in South India."

These stories have in a way pushed away the notion of "big dailies are always the gainer' and proven that continuous efforts and quality work have helped them reach this position.

As Bengal goes in to Durga Puja festivities The Telegraph celebrates its success in IRS Q2-11. Speaking about the growth, Dhruba Mukherjee, Associate Vice President - The Telegraph said, "Compared to last quarter The Telegraph has grown overall in Eastern India, Bengal and Calcutta while its nearest competition TOI has fallen significantly in all these geographies. As a result The Telegraph has been able to grow the gap with its nearest competition and has been able to consolidate its position as an "unputdownable' No.1 choice amongst English newspapers in this part of the country."

The Telegraph has also grown significantly in the upper SECs and amongst the younger audiences and this, Mukherjee says, "reaffirms the faith the relevant target audience has put in The Telegraph which has constantly endeavored to provide value to its readers through aggressive content development and meaningful offerings." Mukhejee is also of the opinion that, "With these developments our advertisers will get even more value for the trust they have always placed on The Telegraph."

Similarly, celebrating its Centennial Year in 2011, The Hitavada has registered a phenomenal growth of 11.48 %. On this occasion Susheem Kolay, National Business Head, The Hitavada (Nagpur) said, "The IRS Q2 report -2011 has been quite heartening and encouraging one. We are the No.1 English Daily of Central India with Editions, viz. Napur, Raipur, Jabalpur ad Bhopal". An overjoyed Kolay further added, "It is the most widely accepted English Newspaper of Central India, because we have the highest regards for ethicality and journalism of courage and we intend to grow at a steady pace in the coming years as well."

Sharing their future plans to maintain this growth and spread their success even further, Amit Shukla added, "New editions of Deccan Chronicle for Trivandrum and Cochin will be added further to IRS and ABC in the near future."

The IRS Q2 2011 results have given an amusing insight of how the usually perceived "popular newspapers' have lost out to newspapers who although have a smaller base, but amazing hold on their target audience.

It's only to wait and watch whether the third quarter of the year for IRS continues on the same lines or has a different story to tell.