sterreichische Auflagenkontrolle AK sterreichische Gemeinschaft zur - PowerPoint PPT Presentation

Österreichische Auflagenkontrolle ÖAK Österreichische Gemeinschaft zur Feststellung der Verbreitung von Werbeträgern Country Presentation – ABC AUSTRIA

CONTENTS Austria - a short economic overview  Development of ad spending in Austria  History of the Austrian Audit Bureau of Circulation - ÖAK  Organisation  Evolution of the guidelines 1994-2013  Guidelines 7.0 – 2013  Main definitions  Audit  Projects 2013  IFABC Vienna 2013_AUSTRIA 2

Austria Economy Economic Survey 2013 National Report Austria Economic Indicators 2009 2010 2011 2012 2013 Population (in 1000s) 8363 8376 8420 8446 8473 GDP in PPS (in billions) 1 272.0 281.8 294.1 296.4 301.4 GDP in PPS per capital 2 29 270 30 799 32 100 33 029 34 091 Real GDP (economic growth) (%)* -3,8 2,10 2,70 0,60 1 Inflation (%)* 0,5 1,9 3,3 2,3 2,1 Government deficit in % of GDP* -4.1 -4.5 -2.6 -2.9 -2.6 Exports (value in bn. € ) 2 138.25 154.95 172.28 182.15 194.80 Imports (in bn. € ) 125.81 142.93 162.29 171.86 183.85 Current account balance in % of GDP 3,2 2,9 1,9 1,9 1,9 Unemployment rate (%)* 4,8 4,4 4,2 4,4 4,8 Sources: AMECO, * Austrian Institute of Economic Research, September 2012 1) Gross domestic product at market prices 2) Current prices IFABC Vienna 2013_AUSTRIA 3

Development of the advertising media in Austria ÖAK-Workshop 4

Development – ad spending in Austria 1-2/2013 vs. 1-2/2012 Cross advertising value in 1000 EURO Jan Feb Jan-Feb 2013 Jan-Feb 2012 %Ver.* TOTAL 266.559 303.768 570.328 529.843 7,7 Traditional advertising in total 224.831 241.447 466.279 430.688 8,3 Cinema 892 938 1.830 1.501 21,9 Outdoor 17.519 13.970 31.489 n.a. n.a. Yellow pages 11.902 11.687 23.589 18.681 26,3 Online 11.716 13.849 25.565 20.331 25,7 Radio in total 14.125 12.252 26.377 24.882 6 Radio ORF (state owned) 8.438 7.306 15.744 15.321 2,8 Radio (private) 5.687 4.946 10.633 9.560 11,2 TV in total 51.713 61.414 113.128 101.139 11,9 TV ORF (state owned) 18.611 21.051 39.662 31.391 26,3 TV (private) 33.102 40.363 73.466 69.748 5,3 Print in total 116.964 127.338 244.301 234.782 4,1 Daily newspapers 71.718 72.849 144.567 141.216 2,4 Regional weekly newspapers 24.648 23.700 48.349 41.400 16,8 Magazines 16.460 21.334 37.794 38.102 -0,8 B2B 4.138 9.455 13.592 14.064 -3,4 Direct marketing in total 41.728 62.321 104.049 99.155 4,9 Traditional flyers 17.233 25.501 42.734 42.540 0,5 Direct mail (B2C) 19.013 29.409 48.422 45.769 5,8 Supplements 5.482 7.411 12.893 10.846 18,9 Direct marketing Direct marketing in total 49.696 50.691 100.387 106.721 -5,9 Traditional flyers 20.471 20.895 41.366 45.338 -8,8 Direct mail (B2C) 23.023 23.783 46.806 49.392 -5,2 Supplements 6.202 6.013 12.215 11.991 1,9 IFABC Vienna 2013_AUSTRIA 5

History of the Austrian ABC -ÖAK Founded in 1994  First members: 10 daily newspapers 9 weekly newspapers 10 magazines 6 advertsing agencies 2003/2004 Reform of the guidelines: New structure of the sold  circulation 2007 Big crisis: the biggest daily newspaper  and the #1 magazine publisher left the ABC and founded their own ABC Beginning of a reform process assisted by an external business mediator to restore unity 2008 Board decision of new guidelines (6.0) and re-entry  of the two main publishers 2013 Tightening the guidelines/including audit of  external service providers (sales, printers) IFABC Vienna 2013_AUSTRIA 6

Organisation ÖAK - Association Non-profit organization  ÖAK publishes a circulation report twice a year as well as a yearly report. Members receive the reports via email as pdf documents and excel. In addition, all figures are published on our website www.oeak.at. ÖAK´s objective is to publish and to audit the circulation of its members’ publications - not to make rankings or judge them. IFABC Vienna 2013_AUSTRIA 7

Organisation Organigramm of ÖAK General Assembly  - elects the management board every 2 years - decides on any changes of the bylaws Management Board: 15 members - 10 publishers/5 agencies)  - elects the Executive Committee - decides on guidelines, audit issues and sanctions - Appoints the auditors Executive Committee – President Sibylle Callagy  Audit Committee  Advisory Board  Board of Arbitration – its decisions are binding  IFABC Vienna 2013_AUSTRIA 8

Guidelines  Basis for the circulation data are the ÖAK Guidelines  Objective: Preparing, providing and publishing circulation data of advertising print media.  The Management Board decides on the Guidelines IFABC Vienna 2013_AUSTRIA 9

Guidelines Structure 1994 - 2004 Printed Circulation Total Circulation Rest Circulation abroad Sold Sold Self service Free Issues for circulation<30 members dispenser circulation Circulation % revenues Subscription sales Single copy sales IFABC Vienna 2013_AUSTRIA 10

Guidelines Structure 2004 - 2007 Printed Circulation Total Circulation Rest Circulation abroad Sold Other Issues for members Circulation Circulation Direct Sales Bulk Sales Self dispenser 1-5 copies 6-1,500 copies Weekdays Sold Circulation  Subscriptions Revenue  Single Copy Sales Revenue Self dispenser Revenue <30% revenue Airlines, 80-100 % Sunday 80-100 % 80-100 % Hotels 51-79 % Free Copies 51-79 % 51-79 % 30-50 % 30-50 % 30-50 % Household Free to take distribution IFABC Vienna 2013_AUSTRIA 11

Guidelines – Reform 2004  Core Currency: Sold Circulation became harder and its components more transparent  Consideration of add-ons – different revenue categories  Splitting of bulk sales in 3 revenue categories and copies for hotels/airlines IFABC Vienna 2013_AUSTRIA 12

ÖAK – structure of circulation 6.0 2008 Printed Circulation Sold Circulation circulation Sold Circulation paid circulation with enlarged bulk sales bulk sales up to 17.5 % abroad <30 % up to 35 % Self dispenser Rest weekdays Direct sales Bulk sales 1 – 5 Copies > 5 Copies Members SI without Revenue order  Subscr. Revenue Distribution Self dispenser Special interest Sunday 80-100 % 80-100 % SI with • Bulk s. addressed order 51-79 % 51-79 % • Bulk s.unaddressed • Bulk s.single copy addr. 30-50 % 30-50 % • Bulk s. single copy unaddr. Free circulation • Airlines and hotels  Single C. Revenue 80-100 % addressed free to take unaddressed hand to hand 51-79 % 30-50 % IFABC Vienna 2013_AUSTRIA 13

Guidelines – Reform 2008 Publication Interval Changing from quaterly to half-yearly  Title Classification Strict separation of sold and free titles  Summations Cancelation of „Total Circulation “  Sold Circulation According to the share of bulk sales:  either 17.5 % or 35 % Bulk Sales Categorization by revenue classes and  ways of distribution Special Interest became a new category  Free Circulation addressed, unaddressed, free to take,  hand to hand IFABC Vienna 2013_AUSTRIA 14

Guidelines 2013 Printed Circulaltion -Rest -Abroad Total Circulation Distribution of overstock Free Circulation addressed o free to take o hand to hand o Sold Circulation <30% revenue Issues for members Airlines and hotels Self dispenser weekdays Sold Circulation (part bulk sales <=35%) Single Copies Subscription Bulk Sale Bulk Sale Self dispenser 1-5 copies 1-5 copies addressed unaddressed Sundays 80-100 % Revenues 80-100 % Revenues More than 6 pieces More than 6 pieces IFABC Vienna 51-79 % Revenues 51-79 % Revenues >= 30 % Revenue >= 30 % Revenue 2013_AUSTRIA 15 30-50 % Revenues 30-50 % Revenues

Main Definitions Subscriptions, single copy and bulk sales maximum  disount 70% calculated from the yearly subscription or single copy price. Sold Circulation will only be published if the share of  bulk sales is not higher than 35 % . Airlines and hotels are no longer part of the sold  circulation. IFABC Vienna 2013_AUSTRIA 16

Audit 2 independent audit companies carry out the audits. The contract  with ÖAK has a 2-year period. Every two years the auditors swap the publishing houses to be audited. ÖAK pays a flat rate to the auditors, while the members pay an  audit fee to ÖAK. This audit fee includes two audits per year. The amount of the individual audit fee depends on the printed  circulation, the publication frequency and whether it is for free or not. Membership fee: € 680/year  Daily newspaper (printed circulation 100,000): € 3,630  Magazine (printed circulation 100.000): € 1,800  Free magazine (printed circulation 100.000): € 1,200  IFABC Vienna 2013_AUSTRIA 17

Projects 2013 Implement the new structure in our webtool  Every member can send the figures directly into our system. Publication of ePaper  only for sold copies and it is not allowed to ad with print in the first o step Trying to publish free downloads, the ÖWA (Web analyses) will do o this eventually for us. Workshops for our members and agencies  IFABC Vienna 2013_AUSTRIA 19