Threat from Meta & Co.: Austria's Media Campaign for More Advertising Revenue

Under great pressure, even those who were not previously suspected of always pulling together with united strength are coming together: ORF, the Association of Austrian Private Broadcasters (VÖP), and the Association of Austrian Newspapers (VÖZ) are for the first time promoting advertising with a joint initiative. This is because advertising has been increasingly migrating to large international platforms for years, causing financial difficulties for domestic media.

Billions from Austria to International Corporations

The campaign called "Made in Austria - Made for Austria" by "The Odd" and the agency Salić aims to raise awareness among private and public advertisers about the value of Austrian media. Testimonials in various subjects cite arguments for advertising in Austrian media, such as the promotion of media diversity, a safe, quality-checked environment, trustworthiness, and reach. As "Der Standard" calculated in February, in 2024, 2.6 billion euros in advertising funds from the Austrian market went to international digital corporations like Alphabet (Google), Meta (including Facebook), or Amazon. In contrast, only 2.1 billion euros flowed into the domestic media market.

Threat to Austrian Media and Advertising Industry

"Information quality and fact orientation are absolutely indispensable for democratic discourse. Therefore, Austria's media location must be protected and supported in its diversity and quality," ORF Director General Roland Weißmann was quoted in a statement. VÖP President Mario Frühauf sees the outflowing advertising funds as a threat to Austrian media, but also a problem for the advertising industry, "if their choices and flexibility are restricted." VÖZ President Maximilian Dasch emphasized that advertising investments in Austrian media not only achieve the desired advertising effect, "they also contribute to the preservation and further development of quality media offerings and their democratic structures." The campaign extends to TV, radio, print, and online sectors.

(APA/Red)

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