Pune: As per the latest Indian Readership Survey (IRS) report, there is a promising 40 per cent rise in the number of newspaper readers in the country. This finding projects a very reassuring future for newspapers in India.
According to the IRS survey, Sakal, which has set a tradition of positive and pro-people journalism in Maharashtra, has confidently crossed the one crore readership mark in the State.
Similarly, in the State’s cultural capital and new age IT hub Pune, Sakal has retained its top position.
According to the earlier published Audit Bureau of Circulation (ABC) report, Sakal was declared as the top newspaper in the State. Sakal’s sale in Maharashtra for the period from January to June 2017 was 1,279,943. Now, Sakal has crossed the 1-crore readership mark in the State.
According to the IRS report, regional newspapers in India continue to influence the growth in the newspaper industry. In 2014, when the earlier survey was done, it was revealed that 29.5 crore Indians read newspapers. Now, as per the latest survey, these figures showed a 40 per cent or 11 crore rise in the number of people reading newspapers in India. As per the latest survey, 40.5 crore Indians read newspapers. Out of this, 39 per cent readers are above 12 years of age. 53 per cent constitute urban population and 31 per cent readers hail from
urban areas of the country.
Similarly, ‘Saptahik Sakal’ and ‘Tanishka’, the two magazines of Sakal Group, have secured a place in top five magazines having maximum readership in the State. The magazines of the competition have, however, failed to secure a place in this list. These two magazines have topped the Marathi magazine segment with a collective readership of 8,24,000.
Sakal, which has earned a reputation of being Puneities’ very own newspaper for the past eight-and-a-half decades, continues to retain its top position with 11.43 lakh readers as per the
latest IRS survey.
More importantly, as per the survey, the readers of Sakal newspaper are well informed as compared to readers of other newspapers of the competition. As per the National Consumer Classification System (NCCS), 36 per cent Sakal readers from Pune city and district belong to a high and elite class. This socio-economic classification is considered important from the advertisers and service industry’s point of view.
A detailed survey
† The Readership Studies Council of India (RSCI) and Media Research Users Council (MIUC) have conducted a joint survey to find out readership of Indian newspapers. For this survey, 3,99,973 interviews were conducted while 3,19,618 interviews were studied in detail. The representatives of these institutions visited 2.14 lakh households in urban and 1.16 lakh in rural areas. The survey was conducted in 95 cities and 101 districts spread across 28 states and 4 union territories, having a population of over 5 lakh.