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Der Markt für Gratiszeitungen in Österreich by Driendl, Thomas

Der Markt für Gratiszeitungen in Österreich

by Thomas Driendl
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Book cover type: Paperback
  • ISBN13: 9783869430522
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 188
  • Original Price: GBP 72.5
  • Language: German
  • Edition: N/A
  • Item Weight: 254 grams
  • BISAC Subject(s): Media Studies

Magisterarbeit aus dem Jahr 2005 im Fachbereich BWL - Wirtschafts- und Sozialgeschichte, Note: 1, Leopold-Franzens-Universität Innsbruck, Sprache: Deutsch, Abstract: Das Geschäftsmodell von Gratiszeitungen - d.h. kostenlos verteilten Printmedien mit redaktionellen Inhalten, die sich ausschlie lich aus Inseratenerlösen finanzieren - ist nicht mehr ganz so neu, doch die Entwicklung, insbesondere der letzten zehn Jahre, in Österreich ist bemerkenswert und hat gravierende Umwälzungen vor allem auf den lokalen und regionalen Pressemärkten mit sich gebracht. "Die Struktur der Anbieter im Bereich der regionalen Wochenzeitungen war vor 20 Jahren noch relativ leicht erklärt", resümiert Rudolf Chmelir, Herausgeber der 'Oberösterreichischen Rundschau': "Zum einen prägten entgeltliche Lokalzeitungen das Bild, zum anderen Gratisanzeiger; beide mit einem relativ kleinen, auf Bezirksgrö e beschränkten Verbreitungsgebiet. [...] Anfang der Achtzigerjahre zeichnete sich eine deutliche Trendwende ab: Regionale Wochenzeitungen [gemeint sind Kauf-Wochenzeitungen wie die Oberösterreichische Rundschau bzw. Niederösterreichischen Nachrichten, Anm. td] begannen, ihre Präsenz auf dem regionalen Markt zu verdichten und verstärkt in das überregionale Anzeigengeschäft einzusteigen." Der Grund für diese Entwicklung lag in der zunehmenden Konkurrenz durch immer stärker professionalisierte Gratiszeitungen, die einen offensiven und erfolgreichen Expansionskurs eingeschlagen hatten. Durch Zusammenschlüsse, Übernahmen und Neugründungen sowie durch ein verstärktes Engagement von Tageszeitungs- bzw. Kauf-Wochenzeitungsverlagen im Segment der Gratiszeitungen entstanden Gratiszeitungsringe, die nicht mehr nur auf den lokalen Raum beschränkt agierten, sondern ins überregionale Anzeigengeschäft bundeslandweit und mittlerweile auch bundeslandübergreifend einstiegen. "Manche kleine, in der Verbreitung auf Bezirke beschränkte Wochenzeitungen sind in dieser Auseinandersetzung aber aufgerieben worden. Sie hab

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