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