MUMBAI: The NRS 2005 findings that were revealed earlier this year had not included the Malayalam publications due to some technical problems. In the second set of findings, however, these publications have been included.
Post that, Malayala Manorama has entered the Top 10 dailies in the country at the 10th position with a readership of 7,985,000.
The entry of Malayala Manorama in the Top 10 dailies list means that Ananda Bazar Patrika with a readership of 7,210,000, which stood in the 10th spot in the earlier NRS 2005 listings, has been ousted from the Top 10 list.
Top 10 Dailies Urban + Rural
NRS 2002 (15+)
NRS 2003 (12+)
NRS 2005 (12+)
Publication
Rank
Reader
ship
Rank
Reader
ship
Rank
Reader
ship
Dainik Jagran
2
12670
2
14982
1
21244
Dainik Bhaskar
1
13163
1
15709
2
17379
Eenadu
5
9277
4
9458
3
11350
Hindustan
9
6385
7
7899
4
10557
Amar Ujala
8
6431
6
8640
5
10469
Daily Thanti
4
9354
3
10094
6
9445
Lokmat
6
7840
8
7867
7
8820
Rajasthan Patrika
15
5432
11
7353
8
8651
Times Of India
12
5665
10
7419
9
8092
Malayala Manorama
3
10032
5
8798
10
7985
(Readership figures in ‘000s)
In the Top 10 magazines list, Vanitha with a readership of 3,832,000 has entered at the ninth spot and pushed off Meri Saheli from the Top 10 list.
On the other hand, Malayala Manorama with a readership of 2,947,000 entered at the 10th spot in the Top 10 magazines listings, thus pushing off Ananda Viketan from that slot.
Top 10 Magazines Urban + Rural
NRS 2002 (15+)
NRS 2003 (12+)
NRS 2005 (12+)
Publication
Rank
Reader
ship
Rank
Reader
ship
Rank
Reader
ship
India Today (H)
4
5127
2
5900
1
10717
Saras Salil (H)
1
10608
1
9385
2
10561
India Today (E)
3
5658
7
4194
3
6295
Kungumum
40
1527
81
765
4
5600
Kumudam
7
4464
15
2887
5
4675
Sarita
18
3078
11
3423
6
4191
Grihashobha (H)
2
6050
4
5414
7
4121
Swati SVP
11
3581
19
2467
8
3959
Vanitha-(Mal)
8
4149
3
5514
9
3832
Malayala Manorama
5
4805
5
5406
10
2947
(Readership figures in ‘000s)
NRS stated that given the changes in methodology in NRS 2005, comparisons with the past need to be treated with caution on two accounts:
a) In earlier NRS rounds, towns below 100,000 population in a socio-cultural regions (SCR) were selected randomly based on parallel processing system. The same process was followed while selecting villages.
Thus, some districts may not have been selected, since that was not the focus of the sampling strategy. For any given publication, the pick-up of readership in the districts that were covered was attributed to the entire SCR (implicitly, to all districts of the SCR), even though this may not been the reality.
b) To estimate the readership, this sample was projected to the entire SCR, even though the sizes and profiles of the population of each district may have been different.
In the NRS 2005, both kinds of error have been corrected. To give a flavour of the difference in coverage, shown below are the number of districts that were not covered in NRS 2002 (after accounting for the new districts recognized in Census 2001):
Urban (below 100,000 population): 77
Rural (above 5000 population): 200
Rural (between 2000-5000 population): 143
Rural (below 2000 population): 38
The NRS 2005 survey has overcome this gap in coverage, so much so that all town classes and all village classes in 536 districts have been covered.
Also read:
NRS 2005 takes firm stand on C&S numbers
NRS 2005: ‘Jagran’ topples ‘Bhaskar’ to claim top slot