Features
aren’t a-changin’ Images: Wiener Zeitung
Wiener Zeitung Austria
Like many early publications, Wiener Zeitung or “Vienna Newspaper” began life in 1703 as a government bulletin. The paper remains state-owned today, and current editor Walter Hämmerle stresses the importance of its public interest role. “We do things that we judge to be very important for Austria, for our readers, and for our republic,” he says. “Strong European level, strong international focus: we cover stories that other newspapers don’t cover in detail.” Today, Wiener Zeitung is known for long-reads, analysis, and the traditional German Feuilleton, an arts and culture supplement. Hämmerle believes this type of journalism is better on the page than on a screen. “If anything in print survives it will be journalism like we do it,” he says.
The paper will continue to produce a daily edition for as long as it remains financially viable, and with average circulation over 30,000, Hämmerle is quietly optimistic despite industry uncertainty: “Nobody knows how long print is going to be around, but my guess is that it will be a bit longer than the prophets of the apocalypse are convinced.” Still, Wiener Zeitung is transitioning to a digital-first model. Online brings a potential audience of 100m German speakers, but maintaining a loyal readership is a major challenge. Ultimately, Hämmerle believes the paper thrives on niche appeal. “We write for a tiny number of very interested readers who appreciate our quality and depend on us,” he says. “Whatever the technology, what stays is the basic business, high-quality journalism – at the core of it that doesn’t change.”
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