sterreichische Auflagenkontrolle AK sterreichische Gemeinschaft zur - - PowerPoint PPT Presentation

Österreichische Auflagenkontrolle ÖAK

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

IFABC Vienna 2013_AUSTRIA 2

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

Austria Economy

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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

Development of the advertising media in Austria

ÖAK-Workshop 4

Development – ad spending in Austria 1-2/2013 vs. 1-2/2012

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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

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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

• f the two main publishers
• 2013

Tightening the guidelines/including audit of external service providers (sales, printers)

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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.

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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

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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

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Guidelines Structure 1994 - 2004

Printed Circulation Total Circulation

Circulation abroad

Rest

Sold Circulation

Issues for members Sold circulation<30 % revenues

Self service dispenser Free circulation

Subscription sales

Single copy sales

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Guidelines Structure 2004 - 2007

Printed Circulation

Circulation abroad

Rest

Total Circulation Sold Circulation

Issues for members

Other

Circulation Direct Sales 1-5 copies

Bulk Sales 6-1,500 copies

51-79 % 30-50 % 80-100 %

Revenue

 Subscriptions

51-79 % 30-50 % 80-100 %

Revenue

 Single Copy Sales Self dispenser Sunday

51-79 % 30-50 % 80-100 %

Revenue

Airlines, Hotels Self dispenser Weekdays Sold Circulation <30% revenue Free Copies Household distribution Free to take

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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

ÖAK – structure of circulation 6.0 2008

Printed Circulation

circulation abroad Bulk sales > 5 Copies Direct sales 1 – 5 Copies Special interest Sold Circulation bulk sales up to 17.5 %

Self dispenser Sunday

51-79 % 30-50 % 80-100 %

Revenue

• Bulk s. addressed
• Bulk s.unaddressed
• Bulk s.single copy addr.
• Bulk s. single copy unaddr.
• Airlines and hotels

Members

SI with

• rder

 Single C.

Sold Circulation with enlarged bulk sales up to 35 % paid circulation <30 % Self dispenser weekdays

SI without

• rder

Free circulation

addressed unaddressed free to take hand to hand 51-79 % 30-50 % 80-100 %

Revenue

 Subscr.

51-79 % 30-50 % 80-100 %

Revenue

Rest

Distribution

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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

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Guidelines 2013

Printed Circulaltion

• Rest
• Abroad

Total Circulation

Distribution of overstock Free Circulation

• addressed
• free to take
• hand to hand

Sold Circulation <30% revenue Issues for members Airlines and hotels Self dispenser weekdays

Sold Circulation

(part bulk sales <=35%) Single Copies

1-5 copies 80-100 % Revenues 51-79 % Revenues 30-50 % Revenues

Subscription

1-5 copies 80-100 % Revenues 51-79 % Revenues 30-50 % Revenues

Bulk Sale addressed More than 6 pieces >= 30 % Revenue Bulk Sale unaddressed More than 6 pieces >= 30 % Revenue Self dispenser Sundays

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Main Definitions

• Subscriptions, single copy and bulk sales maximum

disount 70% calculated from the yearly subscription

• r 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.

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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

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Projects 2013

• Implement the new structure in our webtool

Every member can send the figures directly into our system.

• Publication of ePaper
• nly for sold copies and it is not allowed to ad with print in the first

step

• Trying to publish free downloads, the ÖWA (Web analyses) will do

this eventually for us.

• Workshops for our members and agencies