Identifier
Created
Classification
Origin
09VIENNA311
2009-03-17 13:30:00
UNCLASSIFIED
Embassy Vienna
Cable title:  

AUSTRIAN DAILY "DIE PRESSE" LAUNCHES A SUNDAY EDITION

Tags:  AGS KPAO IIP ECA AU 
pdf how-to read a cable
P 171330Z MAR 09
FM AMEMBASSY VIENNA
TO SECSTATE WASHDC PRIORITY 2164
UNCLAS VIENNA 000311 


DEPT FOR EUR/PPD FOR ASHLEY WHITE, EUR/AGS

E.O. 12958: N/A
TAGS: AGS KPAO IIP ECA AU

SUBJECT: AUSTRIAN DAILY "DIE PRESSE" LAUNCHES A SUNDAY EDITION

UNCLAS VIENNA 000311


DEPT FOR EUR/PPD FOR ASHLEY WHITE, EUR/AGS

E.O. 12958: N/A
TAGS: AGS KPAO IIP ECA AU

SUBJECT: AUSTRIAN DAILY "DIE PRESSE" LAUNCHES A SUNDAY EDITION


1. (U) At a time of decreasing circulation for print editions and
increasing popularity of online news sites, DIE PRESSE, Austria's
most prestigious centrist daily, launched a Sunday edition on March
15, 2009. The Sunday DIE PRESSE editor expects circulation to reach
160,000 - a substantial jump from the newspaper's daily circulation
of 101,000. The editor stated that the Sunday edition's blend of
hard foreign, domestic and business news will appeal to DIE PRESSE's
existing readership - largely, a well-educated, culturally
sophisticated, and affluent audience - and that its lifestyle and
features section will draw in more women. He acknowledged, however,
that in order to reach its circulation goal and be successful, DIE
PRESSE must draw readers from the mass-circulation daily KURIER's
Sunday edition (circulation 443,000). He does not expect DIE PRESSE
to appeal to the readers of the mass-circulation Sunday tabloids
OESTERREICH (circulation 510,000) and KRONEN ZEITUNG (circulation
1,636,000).


2. (U) Despite his optimism about the Sunday edition, the editor
admitted that its publication is a risky venture. Like newspapers
almost everywhere, he noted that Austrian papers are facing
declining circulation and increased competition from television news
and online news site.


3. (U) Comment. One media expert observed that except for a series
of excellent interviews with senior Austrian politicians, the
inaugural issue contained too much soft news. She believes,
however, that the Sunday edition could have a fiscally sound future,
provided it increases its coverage of substantive news and issues.
Regardless, Post welcomes the launch of a high quality Sunday
edition from DIE PRESSE, which we consider professional and balanced
in its coverage of the United States. Indeed, the Charg and five
former U.S. ambassadors to Austria signed a congratulatory note that
will be forwarded to the editor. End comment.

YAP