Mint becomes India's second largest business daily

The Indian Readershi Survey 2010's report is out and Mint has emerged as the second largest business daily in India.

Average Issue Readership (AIR) of Mint at 158,000 is now 27,000 more than that of the No. 3 player Business Standard. This increased lead has further consolidated Mint's position as the No. 2 player in the category. Interestingly, readership of Business Standard has declined by about 11.5%, highest for any business daily in this round.

Mint has reinforced its leadership position in Bangalore. 20,000 readers in the city make Mint the preferred read of opinion leaders and policy makers. In the key cities of Delhi, Mumbai and Bangalore, Mint has a readership share of 24%, which is more than the combined share of the next 3 players in these markets. Mint is also present in Pune and Chandigarh. New editions of Kolkata and Chennai, which were launched in the middle of last year, are yet to be picked up by IRS.

"IRS results have reinforced our position as the second largest business daily in the country. It's a clear recognition of the fact that readers nationally are accepting Mint's clear, insightful and unbiased journalism. Our unduplicated reach makes us a critical reach vehicle for our advertisers to reach the top end business reader", says Vivek Khanna, Business Head, Mint.