Austria: More and more readers are turning away from the ‘moralising’ mainstream media
The annually Austrian media analysis shows that mainstream newspapers have lost 400,000 readers, Wochenblick reports. For the last few years their monopoly has been crumbling, because of alternative news outlets.
Especially large tabloids like Kronen Zeitung, Kurier, Standard and Presse & Co have been shrinking for years and lost a part of their outreach.
Brand managers, editors-in-chief and publishing bosses have various excuses at hand to make the readers’ rejection more pleasant. The most common thesis is the slow death of the traditional press: Young readers would consume more online, which is why the decline in print media makes sense.
But it must be counteracted that there are very well – even in the Internet age – still newspapers that can look forward to readers’ growth. From 2016 to 2017, the Standard was able to increase its readership range from 5.3 to 6.5 %.
Cultural journalist Konrad Paul Liessmann thinks it has to do with readers being confronted with “too much morality” in the mainstream newspapers.
Last year Liessmann argued on TV that Austria’s media user has been “surrounded by the moral authorities” and “if such moral proposals come from those […] who are not threatened by the refugee crisis, then [their morality]does not look very convincing.
According to Austria’s Wochenblick more and more large media corporations have positioned themselves radically against their own readers.
When the wave of asylum in Austria rolled over in 2015, the red-black government broke its own laws and the rule of law was annulled, all media co-hosted this invasion and wrote of “the night of humanity” or “Austria showed its big heart”.
Earlier we reported about how Austrians are increasingly opposing to pay for broadcaster Österreichischer Rundfunk (ORF), which has turned into “a political playground for leftist propagandists”.