IRS sparks TOI-Mumbai Mirror vs DNA-HT battle

23 December 2011

Mumbai Mirror was launched seven years ago to protect The Times of India from the new kids on the block, DNA and Hindustan Times, on its hometurf.

TOI says the latest Indian Readership Survey (IRS) puts Mirror‘s average issue readership (AIR) at 7.54 lakh copies, ahead of both DNA and HT.

In Mumbai, TOI remained the dominant No. 1 with 15.35 lakh readers, while Mumbai Mirror maintained its No. 2 position with 7.54 lakh readers. The top two newspapers in Mumbai thus continue to be from the Times Group stable.

A front-page announcement in Mirror says:

“According to the latest figures released by IRS, Mumbai Mirror retains its position as the No. 2 English language newspaper in the city, still ahead of the competition and behind only the ever-large presence of The Times of India.”

On the other hand, DNA claims TOI has lost nearly two lakh readers since its 2007 launch.

Not to be left behind, Hindustan Times‘s front-page story too harps on ToI‘s decline.

HT‘s daily readership grew by 35,000 in Mumbai over the previous round while the main rival, The Times of India, lost 53,000 readers, according to the IRS (Q3, 2011) results…. DNA is the third among the three English broadsheet dailies in the city with an AIR of 6.8 lakh.

Hindustan Times is the only newspaper in Mumbai to have increased readership in 12 of the last 13 IRS rounds. In fact, since becoming Mumbai’s No2 English broadsheet in December 2010, HT has added 1.59 lakh readers over the last 4 rounds.”

About these ads

One Response to “IRS sparks TOI-Mumbai Mirror vs DNA-HT battle”

  1. Sam Says:

    The Hindu isn’t far behind. Today’s (23/12/2011) edition patted itself in the front page and claimed that its readership had increased in many parts of India, and that ToI’s readership continued to decline in Chennai.

    The link – http://www.thehindu.com/news/national/article2739008.ece


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 7,443 other followers

%d bloggers like this: