Vienna sponsors newspapers
The Vienna city council is spending around €15m in a year on advertising in three Austrian newspapers. Austrian paid market leader Kronen Zeitung is getting most from the city, but other paid papers lag behind free newspaper Heute and paid/free paper Österreich.
Österreich has 313,000 readers in Vienna, Kronen Zeitung is leading with 536,000 readers while Heute has 512,000 readers.
In January and February – weak months for advertising – Kronen received €730,000, Heute €690,000 and Österreich €440,000.
Vienna is in fact ruled by socialist party SPÖ, the total PR budget of the city councils “Presse- und Informationsdienst” is €47 million. Estimates from other parties is that to total budget of the city is actually at least twice as high because also power plants, public transport and housing projects owned by the city spend millions on advertising.
According to an article on the website of Austrian magazine Profil, the city council gets in return a very positive journalistic approach. The Vienna opposition does not hesitate to call it propaganda at the expense of taxpayers.