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The Austrian publishing landscape is characterised by a large number of smaller, specialist publishers. 81% of them employ fewer than 10 staff. The advertising market is also primarily characterised by small and medium-sized enterprises. 70% of advertising agencies in Austria are EPUs, which are quite competitive in European comparison.

Media landscape

The media landscape in Austria comprises TV, radio and print media, whereby the TV media are of comparatively high importance. In addition to the many local broadcasting stations that are primarily devoted to regional topics, there are also some nationwide broadcasting stations. 

In contrast to TV, radio in Austria is still transmitted exclusively in analogous form. In addition to some nationwide broadcasting stations, there are also many local broadcasting stations. The genres cover almost every taste. Austria also has a great diversity of print media.


For advertising, the print media are of great importance in Austria; for instance, the advertising placements in print media are high in comparison to international figures. The importance of online media is also continuing to increase for the Austrian advertising market. Austrian advertising agencies are active and successful worldwide but do not appear in the foreground. 


Austria's publishing landscape has some special characteristics, e.g. special expertise in children's books and in special publications such as art books. Like its German counterpart, the Austrian market benefits from the traditional instrument of the fixing of book prices.

Austria's own market for media and advertising is small. In order to survive, Austrian companies have to be creative and flexible, qualities that their customers benefit from.


The companies in the industry are setting trends and are orienting themselves to the challenges of the future. In all three areas, publishing, media and advertising, a clear further development in the direction of digitalisation is discernible and the companies are working on concepts to deal with this.  For the media makers, this means, for instance, that the content is also prepared accordingly for portable end devices.

Among the publishing houses, an ever greater concentration of companies can be observed. The demand for digital services is growing, but is not replacing the print media. Austria continues to be a country of newspaper readers. 

Austria's advertisers are investing a lot of creative energy in online advertising. For advertising is the pioneer and link in digitalisation. For users of various media channels, it finds the right (pictorial) language.

"digi 4 school"

Under this title, a steering group of Austrian school book publishing houses has been working since 2013 on developing the boundary conditions for digital content. The book and media industry sees the present and the future in a media mix: the haptic school book combined with digital learning content.
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