As generations go by, society changes and so does human behaviour. Our demands are not as same as that of our ancestors. The way our forefathers looked at life was surprisingly different from how we perceive it.
The strategic approach of media saw a new rise and thanks to the internet and multi-media platform. Not only in the urban areas, but rural areas have also seen a surge in newspaper readers across India.
According to the readership survey released by Media Research Users Council India (MRUC India) for the Q4 of IRS 2019, Dainik Jagaran topped as the most read newspaper in the country across all the languages, followed by the likes of Dainik Bhaskar, Hindustan, Amar Ujala and Malayala Manorama.
The report goes on to say that Times Of India stands as the most read newspaper in the English category where it stood 9th across all languages in India.
Meanwhile, Dainik Jagaran topped the list despite a 3% drop in its average readership. Dainik Bhaskar gained 0.91% growth in the Q4 over the earlier quarter while Hindustan saw over 9% decline. Malayalam daily Malayala Manorama retained the fifth position despite a decline of 4.6% and Tamil newspaper Daily Thanthi grew by 2.5% in the latest round of the survey.
Vikram Sakhuja, who is IRS Technical Committee Chairman and Group CEO Madison Media & OOH, Madison World said, “With 4 Quarters of 2019 data now complete we are reporting a complete year’s picture. Earlier quarters had also included some parts of the 2017 data. A few trends are emerging.
Internet penetration has increased substantially and is now mainstream along with TV and Print; NCCS D&E are reducing quarter on quarter faster than HH socio-economic status thereby suggesting the need to Relook at the NCCS definition; ability to read and understand English has increased and while overall print readership is holding, daily readership has started showing signs of decline.”