Include frees in Austrian readership survey

The Austrian readership survey should treat paid and free papers equally, said Peter Drobil, responsible for advertising of Bank Austria – and president of the Austrian Marketing Organization – in Die Presse.

The current practice of not allowing free papers in the Media-Analyse surveys is the result of ‘media-politics’ according to Drobil. The bank wants to reach all customers and therefore needs a survey in which all papers are included.

Free papers are also not included in the circulation audits by AÖK in Austria although they an estimated market share of almost 25%.

Drobil spoke at a seminar where a research on paid local papers and free weeklies was presented. Content differences between the two models are minimal in Austria. Readers don’t care whether the papers are free or paid, they seem to be more interested in the quality of the content.

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