Anomalies in IRS 13 Report

We have studied and analyzed all the DB markets and few of important Non DB markets like UP, Karnataka, Tamil Nadu, Andhra Pradesh and Uttrakhand etc. and have observed lot of anomalies and illogical finding in IRS 13 report. This is raising several questions on methodology and mechanism, on which this report is prepared. This is corroborated that process and approach applied for this report is completely irrational, unscientific and very far from accuracy, market perception and ground realities. State wise observations are as follows for your ready referencePunjab Unit Punjab* Punjab Punjab Ludhiana Amritsar Coverage DJ U+R Urban Rural City City 538 468 70 108 57 PK 607 481 126 64 24 IRS 13 Tribune 287 260 27 28 12 DB 679 597 82 99 98 DJ 673 594 78 154 106 IRS 12 Q4 PK 1,112 920 192 189 85 Tribune 386 351 35 51 32 DB 964 843 120 142 144 DJ -135 -126 -8 -46 -49 Growth/ Decline PK -505 -439 -66 -125 -61 Tribune -99 -91 -8 -23 -20 DB -285 -246 -38 -43 -46 DJ -20% -21% -10% -30% -46% Growth/ Decline % PK -45% -48% -34% -66% -72% -50% Tribune -26% -26% -23% -45% -63% -50% DB -30% -29% -32% -30% -32% -32%

City Jalandhar 58 59 10 94 72 118 20 138 -14 -59 -10 -44 -19% *Includes Chandigarh figure Punjab Kesari a prominent player in Punjab has shown a decline by 45% which has resulted into a loss of 5.05 Lac readers. In Ludhiana, Amritsar and Jalandhar combined; Punjab Kesaris readership has gone down from 3.92 Lac to 1.47 Lac. While we go thru in totality 10.24 Lac readers have disappeared from Punjab, 33% decline in total readership including all players. DB is now been shown number 1 publication in Punjab. Maharashtra IRS 13 Unit Maharashtra Maharashtra Maharashtra Coverage LKT U+R Urban Rural 5,494 3,158 2,336 SKL 3,702 1,997 1,705 LKT 7,177 4,039 3,137 SKL 4,443 2,597 1,846 LKT -1,683 -881 -801 SKL -741 -600 -141 IRS 12 Q4 IRS 12 Q4

IRS 12 Q4 LKT -23% -22% -26% SKL -17% -23% -8%

Lokmat who is perceived as a leader in Maharashtra has lost its readership by 16.83 Lac which is around 23% and Sakal has also lost by 17%. This indicates a gross decline in total Maharashtra market.

Chandigarh Unit Chandigarh Coverage City IRS 13 AU 56 Tribune 52 DB 152 AU 73 IRS 12 Q4 Tribune 102 DB 170 AU -17 Growth/ Decline Tribune -50 DB -18 Growth/ Decline % AU -23% Tribune -49% DB -11%

The Tribune which is a leading English newspaper in Chandigarh has reached to almost half of its readership compared to last IRS results, from 1.02 Lac to 0.52 Lac readers.

Haryana Unit Haryana Haryana Haryana Gujarat Unit Gujarat Gujarat Gujarat Ahmedabad Surat DvB includes SS Coverage GS U+R Urban Rural City City 3,689 2,586 1,103 620 399 IRS 13 Sandesh 3,724 2,511 1,213 519 389 DvB* 3,844 2,604 1,240 950 347 GS 4,395 3,279 1,115 848 573 IRS 12 Q4 Sandesh 3,201 2,057 1,144 468 412 DvB* 3,718 2,791 927 1,097 466 GS -706 -693 -12 -228 -174 Growth/ Decline Sandesh 523 454 69 51 -23 DvB* 126 -187 313 -147 -119 GS -16% -21% -1% -27% -30% Growth/ Decline % Sandesh 16% 22% 6% 11% -6% DvB* 3% -7% 34% -13% -26% Coverage HB U+R Urban Rural 1,200 424 775 IRS 13 PK 735 438 296 DJ 1,279 643 635 DB 1,159 570 589 HB 245 106 139 IRS 12 Q4 PK 975 449 526 DJ 1,006 499 506 DB 1,282 677 605 HB 955 318 636 Growth/ Decline PK -240 -11 -230 DJ 273 144 129 DB -123 -107 -16 HB 390% 300% 458% Growth/ Decline % PK -25% -2% -44% DJ 27% 29% 25% DB -10% -16% -3%

Hari Bhumi who was nowhere in IRS 12Q4 has reported a growth of 390% i.e. from 2.45 Lac to 12.00 Lac readers despite of no new edition or new launch in Haryana in last 18 month. Punjab Kesari has lost by 25%. There is a big question how suddenly 8.65 Lac readers (sum-up of growth and de-growth of all players) have been originated in Haryana.

Gujarat Samachar who was the leader as per IRS 12 Q4 with 43.95 Lac readers has suddenly shown a de-growth of 16% and has lost 7.06 Lac readers. Sandesh who is the number 3 player in the market has gained 5.23 Lac readers and has become number 2 after Divya Bhaskar throwing Gujarat Samachar on 3rd position. In Ahmedabad and Surat, Gujarat Samachar has shown a sharp decline by 27% and 30% respectively.

Jharkhand Unit Jharkhand Jharkhand Jharkhand Coverage DJ U+R Urban Rural 947 533 413 IRS 13 H'tan 1,400 880 520 PBTK 1,115 730 385 DB 606 548 58 DJ 869 562 307 IRS 12 Q4 H'tan 1,678 920 757 PBTK 1,322 825 498 DB 817 603 213 DJ 78 -29 106 Growth/ Decline H'tan -278 -40 -237 PBTK -207 -95 -113 DB -211 -55 -155 DJ 9% -5% 35% Growth/ Decline % H'tan -17% -4% -31% PBTK -16% -12% -23% DB -26% -9% -73%

All 3 leading newspaper of Jharkhand (Prabhat Khabar, Hindustan and Dainik Bhaskar) have lost their readership compared to last IRS. The question arises if all the big players have declined in readership where those readers have gone.

MP Unit Madhya Pradesh Madhya Pradesh Madhya Pradesh Coverage ND/NVD U+R Urban Rural 1,033 708 325 IRS 13 Patrika 4,326 2,514 1,812 DB 3,994 2,780 1,214 ND/NVD 1,359 954 406 IRS 12 Q4 Patrika 1,844 1,623 221 DB 3,698 2,920 778 Growth/ Decline ND/NVD -326 -246 -81 Patrika 2,482 891 1,591 DB 296 -140 436 Growth/ Decline % ND/NVD -24% -26% -20% Patrika 135% 55% 720% DB 8% -5% 56%

CG

Nai Dunia has come down from 13.59 Lac readers to 10.33 Lac, a decline of 24%. Patrika has all of sudden in last 1 year without any new launch of any edition has shown a growth of 135% in readership which is also probably the highest ever growth in any readership survey on such a base and within just 1 year. In Rural area Patrika has gained 720% growth over last IRS 12Q4, which means that the rural market in MP has grown many folds suddenly...

Unit Chhattisgarh Chhattisgarh Chhattisgarh

Coverage PAT U+R Urban Rural 302 195 107 NB 328 152 176

IRS 13 HB 1,294 572 722 ND 169 116 54 DB 508 307 201 PAT 224 167 57

IRS 12 Q4 NB 617 288 329 HB 895 548 347 ND 304 181 123 DB 899 502 397 PAT 78 28 50

Growth/ Decline NB -289 -136 -153 HB 399 24 375 ND -135 -65 -69 DB -391 -195 -196 PAT 35% 17% 88%

Growth/ Decline % NB -47% -47% -47% HB 45% 4% 108% ND -44% -36% -56% DB -43% -39% -49%

Nai Dunia and Nav Bharat have lost their readership by 44% and 47% respectively. Dainik Bhaskar has also lost its readership by 3.91 Lac which is about 43%. Hari Bhumi and Patrika who have gained 45% & 35% respectively in totality and In Rural area have registered an abnormal growth of 108% & 88%.

Rajasthan Unit Rajasthan Rajasthan Rajasthan Jaipur Kota Coverage DB U+R Urban Rural City City 5,364 3,305 2,060 1,019 224 IRS 13 RP 7,475 4,268 3,206 1,011 420 DB 6,191 3,529 2,662 1,033 237 IRS 12 Q4 RP 6,733 3,298 3,435 792 246 Growth/ Decline DB -827 -224 -602 -14 -13 RP 742 970 -229 219 174 Growth/ Decline % DB -13% -6% -23% -1% -5% RP 11% 29% -7% 28% 71%

Rajasthan Patrika has increased its readership by 9.70 Lac in Urban area whereas Dainik Bhaskar has shown a decline by 2.24 Lac readers. Question arises how suddenly more than 7.5 Lac readers have originated?? In Rural area both the newspaper have declined in readership. How 9 Lac+ readers have disappeared from the market.

Bihar Unit Bihar Bihar Bihar Coverage H'tan U+R Urban Rural 4,265 1,351 2,914 IRS 13 DJ 2,610 891 1,719 PBTK 1,455 661 795 H'tan 4,814 1,542 3,272 IRS 12 Q4 DJ 2,913 1,080 1,833 PBTK 1,431 556 875 Growth/ Decline H'tan -549 -191 -358 DJ -303 -189 -114 PBTK 24 105 -80 Growth/ Decline % H'tan -11% -12% -11% DJ -10% -18% -6% PBTK 2% 19% -9%

Hindustan and Dainik Jagran both have lost their readership whereas no other players have registered a significant growth.

NON DB Markets Uttrakhand IRS 13 Coverage Dainik Jagran 405 283 122 97 Hindustan 425 309 116 50 Amar Ujala 334 230 104 121 Dainik Jagran 710 355 355 138 IRS 12 Q4 Hindustan 388 238 150 93 Amar Ujala 829 440 389 133 Growth/Decline (figs in 000's) Dainik Jagran -305 -72 -233 -41 Hindustan 37 71 -34 -43 Amar Ujala -495 -210 -285 -12

Totals Urban Rural Dehradun UA

Readership of established players dropping by 40% in just 1 year. Amar Ujala drops 60% (5 lakh) and Dainik Jagran drops by 43%. Only Hindustan gains.

Uttar Pradesh IRS 13 Coverage State Total Urban Rural Dainik Jagran 8699 4143 4556 Hindustan 7202 3464 3738 Amar Ujala 5800 2789 3011 Rashtriya Sahara 563 204 358 Dainik Jagran 8900 4353 4547 IRS 12 Q4 Hindustan 4233 2210 2022 Amar Ujala 6646 3186 3460 Rashtriya Sahara 553 260 294 Dainik Jagran -201 -210 9 Growth/Decline (figs in 000's) Amar Rashtriya Hindustan Ujala Sahara 2969 1254 1716 -846 -397 -449 10 -56 64

Surprising gain of 70% (30 lakh AIR) by Hindustan - in a market where the other newspapers of repute, Dainik Jagran and Amar Ujala have shown a drastic drop. Suddenly Hindi Hindustan has gained 85% (17.18 lakh) readers from rural centers in less than a year.

Tamil Nadu IRS 13 Coverage Daily Thanthi The Hindu Daily Thanthi IRS 12 Q4 The Hindu Daily Thanthi Growth/Decline (figs in 000's) The Hindu

Dinakaran

Dinamalar

Dinakaran

Dinamalar

Dinakaran

Dinamalar

Totals Urban Rural

8083 4944 3138

3296 2230 1066

2662 1754 908

608 559 49

7163 4409 2754

4708 2916 1792

2562 1802 760

1074 962 112

920 535 384

-1412 -686 -726

100 -48 148

-466 -403 -63

The States leading daily, The Hindu has almost halved its reader base from 10.74 lakhs to 6.08 Lakh. Dinakaran, another established Tamil daily has declined by 14 Lakh readers.

Karnataka IRS 13 Coverage Vijay Karnatak a 3142 1674 1468 Prajava ni Udayava ni The Time s Of India 695 688 7 Decca n Herald 458 458 Vijay Karnatak a 3327 1938 1388 Prajava ni IRS 12 Q4 Udayava ni The Time s Of India 612 612 Decca n Herald 371 327 44 Growth/Decline (figs in 000's) The Vijay Prajava Udayava Time Karnatak ni ni s Of a India -185 -264 80 -747 -194 -554 -412 -99 -313 83 76

Decca n Herald 87 131

Karnataka U+R Urban Rural

2531 1544 987

457 325 132

3278 1738 1541

869 424 445

All the leading Kannada dailies have dropped significantly by 40-50%. Traditionally strong dailies like Samyukta Karnataka and Udyavani has de-grown by as much as 50%

Andhra Pradesh IRS 13 Coverage Eenadu 5310 2957 2353 Sakshi 3308 1788 1519 Andhra Jyothi 1317 756 560 Eenadu 5864 2799 3066 IRS 12 Q4 Sakshi 5313 2487 2826 Andhra Jyothi 2038 765 1273 Growth/Decline (figs in 000's) Eenadu -554 158 -713 Sakshi -2005 -699 -1307 Andhra Jyothi -721 -9 -713

Totals Urban Rural

Every newspaper in this market, irrespective of language, has dropped by approximately 45-50%. Sakshi drops 20 lakh readers, down from 53 lakh to 33 lakh.