Q1 IRS 2019 findings show growth of 11.22 lakh additional readers for the Malayalam publication.
Kerala’s formidable media group Mathrubhumi witnessed record growth in the number of readers, according to IRS (Indian Readership Survey), amongst the two main publications in Malayalam, Mathrubhumi has achieved the highest growth. According to the report of the first quarter, IRS 2019, Mathrubhumi has got 11.22 lakh, additional readers. The total number of readers for Mathrubhumi reached 1.30 Crore.
The growth of Mathrubhumi within the time frame is 9.5 %, the other newspaper has a growth of 9.3% with this its ranking has surged to 11th spot in the country in AIR list. Mathrubhumi is the 4th largest circulated regional language newspaper, even in digital media, it has shown an incredible growth among the young readers aged between 20-49 yrs. has shown a growth of 9 % with an addition of 6.6 lakh readers. In terms of male and female classification of readers, the newspaper has about 7.55 lakh Male readers (12%) and 3.7 lakh of female readers (6.6%). In the New Consumer Classification System (NCCS AB) Mathrubhumi achieved 10 % growth with an additional 8 lakh readers.
An Upward trend in Periodicals
T
he survey findings also illustrates that the periodicals published by Mathrubhumi have achieved commendable growth in the time period considered in the survey. Mathrubhumi periodicals has shown growth rate in readership such as Minnaminni – 55 % ( A weekly in Malayalam for kids), Star & Style – 42% ( Magazine covering film, fashion, and lifestyle), Yathra – 40 % ( Travel magazine), Mathrubhumi Azhchapathippu ( Mathrubhumi Illustrated Weekly) – 21% , Sports Masika – 19 % ( sport magazine), Arogyamasika – 18 % ( covers health), Thohzhilvartha – 17 % ( employment paper), and Grihalakshmi – 15 % ( exclusive magazine for women of Kerala).
Arogyamasika retained the top spot in the list of health magazines published in India, three of the first ten language publications in India belongs to Mathrubhumi.
The IRS Q1 2019 data released by the Media Research Users Council ( MRUC) showed dailies adding 1.8 crore additional readers since IRS 2017 and magazines increasing readership by 90 Lakh together taking the total number of readers in the country up from 40.7 cr to an impressive 42.5 crore. According to the survey India has 384 Mn active internet universe.
Mathrubhumi caters to a huge readership with its 16 editions, including from Dubai & Qatar, a books division, and 11 periodicals running the gamut from culture to entertainment. Built on strong journalistic ethics and high aesthetic outlook offering multi-platform, multigenerational experiences, Mathrubhumi is not only a fast growing publishing house of repute but also a corporate entity in the mass communication industry. It has struck deep roots in the hearts of every Malayalee household through various engaged entertainment platforms mainly print, radio (Club FM), television (Mathrubhumi News & Kappa TV), online (Mathrbhumi.com) & digital.
The Group bags 2 awards at Abby Awards 2019
Mathrubhumi Group had a rich haul of 2 awards at the prestigious 14th edition of Creative Abby Awards 2019 jointly organised by the Advertising Agencies Association of India (AAAI) and The Advertising club, at The Grand Hyatt, Bambolim.
Mathrubhumi bagged silver under Best Marketing of a printed magazine for Arogyamasika World Heart Day campaign and silver for the Best promotion of a CSR / cause related marketing initiative in a traditional or online space for its Revive for Kerala campaign. In total, 23 Publishers Abby Awards were awarded this year by Abby’s, of these, 3 are Gold, 9 are Silver, and 11 are Bronze.
Day 1 at Goafest 2019 kicked off true to tradition with the lighting of the inaugural lamp by Group CEO & MD – Viacom18, Sudhanshu Vats,Mr. Ashish Bhasin – President of Advertising Agencies Association of India (AAAI), Mr. Nakul Chopra, Chairman – Goafest 2019, Shashi Sinha – Chair of the Awards Governing Council, ABBY Awards 2019, Vikram Sakhuja – President, The Advertising Club, and Jaideep Gandhi – Chairman Industry Conclave.
Speaking on this occasion Mr M V Shreyams Kumar, Jt Managing Director, Mathrubhumi Printing & Publishing said, “This in indeed a condign recognition from the industry. For a 96 yrs old Malayalee media house in the forefront of all progressive movements in Kerala, and dedicated to excellence in authentic content and fidelity in production, yet another feather in our cap. We are both humbled and honoured to acknowledge these awards on behalf of all our constituents, without whose support, it would not have been possible to scale these heights.”
