The Indian Newspaper Society (INS) may launch its own readership survey, in response to ‘disappointment’ with the country’s two established surveys, India’s Business Standard reports.

With population, literacy, and circulation all on the rise, the INS said it was difficult to understand why the Indian Readership Survey (IRS) and the National Readership Survey (NRS) show falling readership levels.

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The suggestion of launching a third survey comes as many in the industry complain that two is already too many.

In fact, there has recently been talk of merging the two existing surveys, to prevent duplication of work, and to provide a national currency for ad sales.

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India’s readership surveys deny ‘merger’