IRS: It is unclear whether four measures of readership aid or muddle market

It is unclear whether the survey's four measures of readership aid or muddle the market

Do 70.3 million people read Dainik Jagran or is it 18.9 million? Is Malayala Manorama ahead of rival Matrubhumi by 35 per cent or 48 per cent?
 
In the answers to such questions lies the key to whether Indian Readership Survey (IRS) 2017, released on January 18 will take off or meet the same fate as the last two surveys. Its emphasis on total readership (in the last one month) is the first big indicator of the changes that the Readership Studies Council of India has made to ensure that the data is accepted by publishers. Total readership is