Austria 2013

01. Commentary

General economic situation

According to Statistics Austria, the Austrian economy only grew by 0.4% in 2013, compared to 0.9% in 2012 and 2.8% in 2011. After the worst dramatic decrease in 2009 (-3.8%) the growth of 2010 and 2011 were seen as a major sign of economic growth. However, the past two years haven’t seen significant economic growth.

As always, higher prices in daily life have a negative impact on newspapers, especially on single copy sales. Also the unemployment rate has risen: in 2012, it was at 4.4%, while in 2013 it rose to 4.9%. The unemployment rate in Austria is nevertheless one of the lowest in Europe.

Performance of newspapers vs. other media

Newspapers in Austria have a reader market share of 71.8% (2013), compared to 72.8% in 2012 and 73.0% in 2011, of the total population in Austria (adults 14+ years). About a quarter (25.1%) of all advertising expenditure in 2012 went to newspapers, and in total the press sector gained 46.3% of all advertising sales, making it undoubtedly the most successful media sector.

Performance of different types of newspapers

In 2013, paid-for dailies had a total circulation of 1,862 thousand, a dramatic decrease compared to 2012 (1,980 thousand).

Newspaper launches / closures

In 2013, the newspaper market was stable with no new publications nor closures of newspapers. In early 2014, one regional daily newspaper was closed.

Advertising

Austria’s economy spent in 2013 a total of 4,073 million euros on advertising, making it an increase of 4.2%. (The amount is based on list prices, and doesn’t include discounts or taxes.) Traditional advertising (advertising in daily and weekly newspapers, magazines, journals, TV, radio, outdoor advertising and traditional flyers) amounted to 3,398 million euros (an increase of 4.6%).

Circulation

The circulation of the newspapers audited by the Austrian Bureau of Circulation has decreased. Subscription sales still accounted for nearly 80% of sales in 2013 and were the primary mode of distribution for paid-for daily newspapers. Single copy sales again experienced a decrease, amounting to only about 8% of newspaper sales.

Readership

Readership in Austria is still quite high: daily newspapers reach 71.8% of all Austrians aged 14 or older.

Online / Digital

According to one media analysis survey, 73.3% of all Austrians older than 14 use the internet at least once per month. 97.7% of all 14–19 year-olds use the internet daily. Portals maintained by daily newspapers reached more than 3,682 thousand unique visitors per month. Nearly all newspapers have iPhone and iPad apps. Most have also ePaper versions.

Printing & Distribution

Postal delievery services are still the most significant way to deliever weekly newspapers and magazines to readers. For newspapers this method is also very important on weekends. The rates of postal delievery were increased by 1.9% in 2014, compared to 2.0% in 2013.

Taxes

There is discussion about the fact that the VAT is 10% for print products but 20% for all newspaper online products.

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02. Population

Population by age and sex

Numbers in (000)

	All Individuals	All Individuals %	Male	Male %	Female	Female %
0-14	1,228	14
15-64	5,690	67
65 +	1,556	18
Total	8,474		4,138	49	4,336	51

Source:: The World Bank

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03. Number of titles and circulation

3.a Number of titles

	2009	2010	2011	2012	2013	2013/2009	2013/2012
All newspapers (A+B+C)	242	265	266	273	266	9.9 %	-2.6 %
A. Total dailies	19	18	18	18	18	-5.3 %	0.0 %
A.1. Total paid-for dailies	16	15	15	15	15	-6.3 %	0.0 %
A.1.1 National paid-for dailies	7	6	6	6	6	-14.3 %	0.0 %
A.1.2 Regional and local paid-for dailies	9	9	9	9	9	0.0 %	0.0 %
A.1 Total paid-for dailies	16	15	15	15	15	-6.3 %	0.0 %
A.1.3 Morning paid-for dailies	16	15	15	15	15	-6.3 %	0.0 %
A.1.4 Evening and afternoon paid-for dailies
A.2 Total free dailies	3	3	3	3	3	0.0 %	0.0 %
B. Total non-dailies	223	247	248	255	248	11.2 %	-2.7 %
B.1 Total paid-for non-dailies	87	83	78	78	77	-11.5 %	-1.3 %
B.2 Total free non-dailies	136	164	170	177	170	25.0 %	-4.0 %
C. Total Sundays
C.1 Total paid-for Sundays
C.2 Total free Sundays

Source:: Austrian Press Handbook, www.pressehandbuch.at

3.b Total average circulation per issue

Circulation in thousands (000)

	2009	2010	2011	2012	2013	2013/2009	2013/2012
A. Total dailies	2,869	2,924	3,115	3,024	2,986	4.1 %	-1.3 %
A.1 Total paid-for dailies	2,305^*1	2,009	1,997	1,980	1,862	-19.2 %	-6.0 %
A.1.1 National paid-for dailies	1,604	1,310	1,305	1,290	1,188	-25.9 %	-7.9 %
A.1.2 Regional and local paid-for dailies	701	699	692	690	674	-3.9 %	-2.3 %
A.1 Total paid-for dailies	2,305	2,009	1,997	1,980	1,862	-19.2 %	-6.0 %
A.1.3 Morning paid-for dailies	2,305	2,009	1,997	1,980	1,862	-19.2 %	-6.0 %
A.1.4 Evening and afternoon paid-for dailies
A.2 Total free dailies	564	915^*2	1,117	1,044	1,124	99.3 %	7.7 %
B. Total non-dailies
B.1 Total paid-for non-dailies
B.2 Total free non-dailies
C. Total Sundays
C.1 Total paid-for Sundays
C.2 Total free Sundays

*1: Including 283000 copies of the daily Österreich, ‘hybrid’ newspaper.

*2: Due to major distribution of free copies, in 2010 ''Österreich'' is cited under free dailies.

Source:: ÖAK, "Verbreitete Auflage"

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04. Sales

4.b Sales revenues

Total annual revenue (EUR - mln)

	2011	2012
All paid-for newspapers (A+B+C)		153.0
A Total paid-for dailies	152.0	153.0
A.1 National paid-for dailies
A.2 Regional and local paid-for dailies
B Total paid-for non-dailies
C Total paid-for Sundays

4.c Type of newspaper sales (%)

	2009	2010	2011	2012	2013
Single copy sales	10.5	9.5	8.0	8.4	7.8
Subscriptions (home and postal deliveries)	71.1	79.3	81.1	79.4	79.5
Home deliveries
Postal deliveries
Office deliveries
Bulk (sponsored) deliveries	5.3	4.4	4.1	4.9	5.3
Free distribution	12.2	6.5^*1	6.7	6.6	6.7
Other print	0.8	0.3	0.1	0.8	0.7
Total	100.0	100.0	100.0	100.0	100.0

*1: Data including paid-for dailies only. Last year''''s data contained the hybrid ''''Österreich''''. Due to major distribution of free copies, in 2010 ''''Österreich'''' is cited under free dailies.

4.d Cover prices

Average cover price in

	2009	2010	2011	2012	2013	Current Year High	Current Year Low
Single copy	1.02	1.22	1.33	1.35	1.37
Subscription	0.75	0.77	0.77	0.74	0.74

Source:: www.oeak.at, VÖZ.

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05. Newspaper reach, readership and media consumption

5.a Newspaper reach in %

In % of population group

	2009	2010	2011	2012	2013
All adults	75.0	73.3	73.0	72.8	71.8
Men	76.9	75.0	74.4	73.9	73.5
Women	73.2	72.0	71.8	71.7	70.1
Main household shopper	76.4	73.1

Source:: Media-Analysis 2013, www.media-analyse.at

5.b Age structure of readership

	Current Year % of readership	Current Year % daily reach within age group
14-24
25-34	15.6	64.9
35-44	16.1	70.7
45-54	19.1	74.1
55-64	13.3	79.6
65 +	20.5	78.9

Source:: Media-Analysis 2013, www.media-analyse.at

5.c Media consumption

Minutes per day

	2009	2010
Newspapers	41	41
Magazines	35	35
Radio	195	195
Television	183	183
Internet	84	84
Internet via PC or Mac
Internet via Smartphone or Tablet

5.d Number of readers

Readers in thousands (000)

	2009	2010	2013
A Total dailies	5,299	5,231	5,185
A.1 Total paid-for dailies
A.2 Total free dailies
A. Total dailies Paid and free (net)* (A.1 + A.2 = paid-for + free) "Ever read"***
A.1 Total paid-for dailies *
A.2 Total free dailies *

Source:: Media-Analysis 2013

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06. Online / Digital publishing

6.a Online editions

	2009	2010	2011	2012	2013	2013/2009	2013/2012
Number of newspaper online editions	15	15	15	15	15	0.0 %	0.0 %

6.b Online readership

Unique visitors in (000)

	2009	2010	2011	2012	2013	2013/2009	2013/2012
Total newspaper online unique monthly visitors	2,589.0	3,247.0^*1	3,456.0	3,448.0	3,682.0	42.2 %	6.8 %
Total newspaper online unique daily visitors

*1: www.oe24.com (related to the non-paid daily 'Österreich') is elevated for the first time in 2010, so the 2010 data can not be compared with the data before 2010.

Source:: ÖWA Plus IV 2013, www.oewa.at

6.c Top daily newspaper websites

	Newspaper	Publishing Company / Title	Average circulation (in 000)	Readership (Average issue in 000)	Unique monthly visitors (in 000)
1	Der Standard	derStandard.at	86	399	1,742
2	Kronen Zeitung	krone.at	828	2,480	1,265
3	Kurier	Kurier Online Medien	385	549	1,316
4	Kleine Zeitung	Kleine Zeitung Online Gruppe	347	807	1,004
5	Die Presse	diepresse.com	80	276	886

Source:: ÖWA Plus IV 2013, www.oewa.at

6.d Internet subscribers and users

Number of Internet subscribers in (000) and Number of Internet users in (000)

	2009	2010	2011	2012	2013
Internet subscribers	2,149.0	2,305.0	2,461.0
Internet users	6,144.3	6,302.8	6,619.0	6,746.5	6,831.5

Source:: ITU

6.e Broadband Internet

Number of broadband subscribers in (000)

	2009	2010	2011	2012	2013
Broadband subscribers	1,845.6	1,983.0	2,078.0	2,118.0	2,210.0

Source:: ITU

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07. Advertising

7.aa Gross domestic product

Gross domestic product in current EUR (bln)

	2009	2010	2011	2012	2013
GDP	276.2	286.2	299.2	307.0	313.2

Source:: The World Bank

7.ab Gross domestic product per capita

Gross domestic product per capita in current USD (000)

	2009	2010	2011	2012	2013
GDP per capita	45.9	44.9	49.5	46.8	49.1

Source:: The World Bank

7.ac Ad spend as a % of GDP

	2009	2010	2011	2012	2013
% of GDP	0.90	1.08	1.09	1.05	1.03

Source:: ZenithOptimedia

7.ba Advertising expenditure per medium

Advertising expenditure per medium in EUR (mln)

	2009	2010	2011	2012	2013
Press (Newspapers + Magazines)	1,468.0	1,663.7	1,768.0	1,674.5	1,609.9
- Newspapers	1,022.0	1,206.6	1,296.2	1,251.2	1,209.5
- Magazines	446.0	457.1	477.2	423.3	400.4
Television	628.0	672.0	728.4	746.7	787.7
Radio	172.0	181.2	181.0	181.9	181.9
Cinema	11.5	14.3	13.8	11.1	11.6
Outdoor	201.0	204.0	210.5	204.0	214.2
Internet		350.0	382.0	435.9	470.5
Below the line marketing
Others
Total	2,480.5	3,085.3	3,289.3	3,254.1	3,275.9

Source:: ZenithOptimedia

7.c Advertising revenues

Advertising revenues in EUR (mln)

Sorry, no data available.

7.e Contribution of display, classified, insert and online advertising to total advertising revenue in (%)

Sorry, no data available.

7.f Top newspaper advertising categories

Expenditure in EUR mln

	Advertising sector	Expenditure
1	Food (retail)	113.714
2	Marketing/advertising/printing	111.418
3	Public institutions	57.575
4	Print media	53.538
5	Fairs/exhibitions/events	40.668
6	Automotive	38.778
7	Travelling	37.195
8	Electronic media	35.220
9	Banking	34.360
10	Financial assets	29.550

Source:: ZenithOptimedia

7.g Top newspaper advertisers

Expenditure in EUR (000)

	Advertiser	Expenditure
1	Spar	41,194
2	Rewe	26,165
3	Hofer	25,722
4	Media Digital	19,964
5	Media-Saturn Holding	18,317
6	Presse & Informationsdienst der Stadt Wien	15,262
7	Lidl	14,417
8	VWD	13,300
9	joe24.at	12,464
10	Raiffeisen Sektor	11,150

Source:: ZenithOptimedia

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08. Publishers and newspapers

8.a Top publishing companies

Total revenue in EUR (000), Total circulation in (000)

	Publishing company	Ultimate parent company	Total circulation
1	Krone-Verlag GmbH . & Co. KG		828
2	Heute		610
3	Mediengruppe Österreich		503
4	Kleine Zeitung GmbH. & Co. KG		347
5	Kurier-Zeitungsverlag und Druckerei GmbH.		385
6	Wimmer Medien		127
7	Schlüssel Verlag J. S. Moser		97
8	Standard Verlagsgesellschaft		86
9	Die Presse Verlagsgesellschaft	Styria Media Group	80
10	Salzburger Nachrichten Verlagsgesellschaft		79

Source:: ÖAK 2013 Verbreitete Auflage

8.ba Top paid-for dailies

Cover prices and ad rates in EUR; Circulation (Average daily in 000) and Readership (Average issue in 000)

	Title	Founded (Year)	Language	Publishing company	Circulation	Readership	Format	Average cover price	Full page colour ad rate (rate card)
1	Kronen Zeitung	1959	German	Krone-Verlag GmbH . & Co. KG	828	2,480	Tabloid	1.00	31,405
2	Kleine Zeitung	1904	German	Kleine Zeitung GmbH. & Co. KG	347	807	Tabloid	1.20	38,720
3	Kurier	1954	German	Kurier-Zeitungsverlag und Druckerei GmbH.	385	549		1.29	24,380
4	OÖNachrichten	1945	German	Wimmer Medien	127	360		1.28	18,659
5	Tiroler Tageszeitung	1945	German	Schlüssel Verlag J. S. Moser	97	271		1.45	16,030
6	Der Standard	1988	German	Standard Verlagsgesellschaft	86	399		2.30	19,000
7	Die Presse	1848	German	Die Presse Verlagsgesellschaft	80	276		2.33	19,430
8	Salzburger Nachrichten	1945	German	Salzburger Nachrichten Verlagsgesellschaft	79	259		1.83	16,408
9	Vorarlberger Nachrichten	1887	German	Eugen Ruß Vorarlberger Zeitungsverlag und Druckerei Gesellschaft	63	170		1.80	10,356
10	WirtschaftsBlatt	1995	German	WirtschaftsBlatt	27			2.00	10,040

Source:: Media-Analysis 2013, ÖAK 2013, Pressehandbuch 2013

8.bb Top free dailies

Cover prices and ad rates in EUR; Circulation (Average daily in 000) and Readership (Average issue in 000)

	Title	Founded (Year)	Language	Publishing company	Ultimate parent company	Circulation	Readership	Format	Average cover price	Full page mono ad rate (rate card)	Full page colour ad rate (rate card)
1	Heute	2004	German	AHVV Verlags GmbH		610.0	999	Tabloid			16,320
2	Österreich	2006	German	Mediengruppe Österreich		503.0	722	Tabloid			19,780

Source:: ÖAK 2013, media-analysis 2013

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09. Employment and salaries

9.a Employment

Sorry, no data available.

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11. Research


Circulation is audited by:	Österreichische Auflagenkontrolle (ÖAK) - Audit Bureau of Circulation: www.oeak.at
Readership is measured by:	Verein Arbeitsgemeinschaft Media-Analysen - Media Analyse: www.media-analyse.at
Methodology:	Media Analysis: 14,154 interviews (CAPI/CASI) run throughout the year with a disproportionate random sample aged 14+.
Print advertising revenue is measured by:	Focus Media Research: www.at.focusmr.com
Methodology:
Digital advertising revenue is measured by	Focus Media Research: www.at.focusmr.com
Methodology:
Digital audience is measured by:	Österreichische Webanalyse (ÖWA): www.oewa.at
Methodology:
Digital advertising revenue is measured by:
Methodology:

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12. Taxes

	2012	2013
Standard VAT	20	20
Single copy sales	10	10
Subscription sales	10	10
Advertising	20	20
Newsprint	20	20
Composition
Plant	20	20
Other taxes

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13. Subsidies

Are there subsidies for the purchase of newsprint?

No subsidies.

13.b Direct subsidies

(EUR, mln)

	2009	2010	2011	2012	2013
National currency	12.8	12.8	12.4	10.8	10.7

Source:: Austrian Communications Authority (KommAustria)

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15. Ownership

15.b Cross-media ownership restrictions

Sorry, no data available.

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WAN-IFRA World Press Trends Database

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Austria 2013

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Austria 2013

01. Commentary

General economic situation

Performance of newspapers vs. other media

Performance of different types of newspapers

Newspaper launches / closures

Advertising

Circulation

Readership

Online / Digital

Printing & Distribution

Taxes

02. Population

Population by age and sex

03. Number of titles and circulation

3.a Number of titles

3.b Total average circulation per issue

04. Sales

4.b Sales revenues

4.c Type of newspaper sales (%)

4.d Cover prices

05. Newspaper reach, readership and media consumption

5.a Newspaper reach in %

5.b Age structure of readership

5.c Media consumption

5.d Number of readers

06. Online / Digital publishing

6.a Online editions

6.b Online readership

6.c Top daily newspaper websites

6.d Internet subscribers and users

6.e Broadband Internet

07. Advertising

7.aa Gross domestic product

7.ab Gross domestic product per capita

7.ac Ad spend as a % of GDP

7.ba Advertising expenditure per medium

7.c Advertising revenues

7.e Contribution of display, classified, insert and online advertising to total advertising revenue in (%)

7.f Top newspaper advertising categories

7.g Top newspaper advertisers

08. Publishers and newspapers

8.a Top publishing companies

8.ba Top paid-for dailies

8.bb Top free dailies

09. Employment and salaries

9.a Employment

11. Research

11. Research

12. Taxes

12. Taxes

13. Subsidies

Are there subsidies for the purchase of newsprint?

13.b Direct subsidies

15. Ownership

15.b Cross-media ownership restrictions

16. Contact

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