IRS 2009 R2: No surprises in top order of dailies; growth story becomes de-growth story for second rung

Round 2 of the Indian Readership Survey (IRS) 2009 is out. According to the survey, in an absolute sense, there are no surprises in the top order of the average issue readership (AIR) numbers of dailies. Publications that ruled the chart in R1 of IRS 2009 continue to lead in this round as well. The encouraging news comes in the top 10, where unlike various other rounds, many publications have shown growth. However, one step deeper, and with the exception of one publication, all dailies from position 10 to 20 have dropped.