Austrian circulation control

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Austrian edition control
purpose Publication and checking of the circulation of print titles
Chair: Sibylle Callagy (President), Raimund Jacoba, Thomas Kralinger, Erwin Vaskovich (Vice Presidents)
Establishment date: 1994
Number of members: 134
Seat : Vienna , Austria

The Austrian Circulation Control (OAK) is a value based on voluntary membership association consisting of advertising agencies and print media. The aim is to obtain, provide and publish comparable, objectively determined documents on the distribution of print media and other advertising media . The task is to publish and check the circulation of print titles, but not to evaluate or assess data.

The ÖAK provides information on the detailed circulation structure of a print medium . It also provides exact measurement figures for media that are not recorded in other surveys such as the Austrian Media Analysis . Media developments can be taken up by publishing the edition data every six months.


From 1956 to 1994, the circulation figures - only the print run - were controlled by the Association of Austrian Newspaper Publishers ( VÖZ ) and the Magazine Association. The ÖAK was founded as part of the constituent general assembly in 1994. Founding members were ten daily newspapers , nine weekly newspapers , ten periodicals and magazines and six agencies . In 1994 there were a total of 35 members with 29 titles who were examined by the ÖAK.

In 2000 the Neue Kronen Zeitung and Kurier titles joined the Austrian circulation control. In the 2003/2004 ÖAK reform there was a reorganization of sales . In 2007 the renewal process began after Mediaprint left the ÖAK. In 2008, guidelines 6.0 were adopted, which led to the re-entry of the News publishing group and Mediaprint. In 2013, the structure of the requirements was tightened. After 20 years of existence in 2014, the ÖAK has a total of 134 members with 487 titles.


The president of the association is Sibylle Callagy, chairman of the advisory board Silvia Lieb (Schlüssel Verlag JSMoser GmbH). Vice-presidents are Raimund Jacoba ( Wailand & Waldstein GmbH ), Thomas Kralinger ( Kurier ) and Erwin Vaskovich (Vivaki Group Austria GmbH).


The ÖAK guidelines are the basis for collecting the ÖAK edition data. The aim of the ÖAK is to present the different sales channels in a differentiated way. The ÖAK records daily newspapers , Sunday / holiday newspapers , supplements, weekly newspapers and magazines, member and customer magazines, specialist journals, free newspapers and yearbooks.

The publishers of the participating media report their average circulation figures to the ÖAK every six months. Each title is subjected to a data review by an independent auditing institute once a year. The control of the circulation figures is carried out by IB Interbilanz Hübner Wirtschaftsprüfung GmbH and MOORE STEPHENS City Treuhand GmbH.

20% of the titles are drawn for a second examination. The reported numbers are checked. Only verifiable distribution and sales may be taken into account in the ÖAK. After the test has been completed, there is a report on the result of the test. This report is signed by the publisher and sent to the ÖAK office. If there are deviations or questions about interpretation with the publisher, the review committee meets.

Only after the data has been published is it checked by the auditing institute. If deviations from the data already published are found, the corrections are published in the correction list.


After a renewal process that took about a year, new guidelines came into force in 2008. The most striking changes are the elimination of the total circulation circulation, with the sold circulation there is a differentiation in the proportion of wholesaling 17.5% or 35%, with wholesaling there is a separate distribution and revenue distribution, with the reporting categories a separation of purchase- and free newspapers were introduced, and mailing to target groups is also new. Free distribution is divided into addressed, unaddressed, free withdrawal and free distribution.

The aim of this reform is to give the advertising industry a qualitatively differentiated picture of whether the respective reader pays for the content or receives it as a gift. This is intended to stop the arbitrary increase in circulation numbers through distribution campaigns. Furthermore, the frequency of publication of the figures has been changed from quarterly to half-yearly.

In 2013 there will be a tightening of the requirements structure (Guideline 7.0).

Omission :

  • Total direct sales
  • Total wholesale (sales distribution, GV individual issues addressed, GV individual issues unaddressed)
  • Target group dispatch
  • Free distribution: unaddressed to households and free distribution

New :

  • Distribution from returns as a separate circulation category: The notification of this circulation category is reserved exclusively for monthly titles and may only be distributed up to one month after collection. There is no revenue check
  • Widespread circulation: Print circulation minus remaining circulation and abroad
  • Board circles, reading circles and hotel copies: are no longer to be included in the sold circulation, there is no revenue check
  • Use of the term "sold circulation thereof wholesaling max. 35%" is introduced.

Guidelines 7.1 come into force on January 1, 2014. These represent an editorial revision.


After the pilot ePaper was completed in the ÖAK in the first half of 2014, e-paper copies and unique clients sold for the first time will be shown from the second half of 2014 .


The ÖAK also distinguishes between:

  • Print run - number of copies printed minus print waste
  • Retail sale , which is copies that will be sold at a price not less than 30% of the regular selling price to Endbezieher proceeds three groups are - (80 - 50% 100% 51 - - 79%, 30).
  • Subscribed copies - all copies that are delivered to permanent individual subscribers (max. 5 copies per payer) at a subscription price of no less than 30% of the regular subscription price, differentiation into three revenue groups. Free gifts, bonuses and discounts in kind are treated as discounts.
  • Wholesale addressed or unaddressed - The limit of five copies per delivery address applies to the distinction between addressed and unaddressed
  • Free distribution - all free copies distributed, staggered by subgroups (free addresses, free removal, Other Free Sales)
  • Other paid circulation - all copies distributed for a fee that cannot be assigned to direct sales, wholesale sales, self-service sales or member or customer copies; these are sales for which less than 30% of the regular retail or subscription price is redeemed
  • Number of copies sold - total of subscriptions, addressed retail sales and wholesale sales, unaddressed wholesale sales and self-service Sunday, if the share of wholesale sales in the above total does not exceed 35%
  • Widespread print run - print run minus foreign print run minus remaining print run
  • ePaper - Digital edition of a print medium that represents a self-contained unit and for which at least the valid ad booking unit of the print title applies.
  • ePaper Unique Client - mobile device or browser , with which technical access to ePaper issues takes place. The technical count is carried out by the Austrian web analysis .


One of the main points of criticism that was raised against the credibility and informative value of the ÖAK data up to 2007 is the unwillingness of the Austrian media to participate in it. This is particularly noticeable in the weekly newspaper market. Since the entire NEWS group, including profile and trend, were no longer members of the ÖAK due to disputes regarding the examination, these titles were not listed. This meant that there was no comparability for the advertising industry. In March 2007, Mediaprint (which sells Kronen-Zeitung and Kurier, among others) announced that it would leave the ÖAK and set up a new circulation control organization. After Mediaprint left the company in spring 2007, a renewal process was started within the ÖAK. After months of negotiations, this was successfully concluded in 2008 and the NEWS publishing group as well as Mediaprint returned to the ÖAK. The two publishing houses are thus reporting their figures in the ÖAK again.

Another criticism concerns the fundamental partiality of a circulation control body, which is composed exclusively of the media and the advertising agencies. Since both media and advertising agencies pursue the same goal, they are not capable of controlling each other. The media houses want to have the highest possible sales figures listed, but the advertising agencies are also interested in the media in which they book advertisements for their customers deliver high circulation sales figures. Because that amounts to legitimizing their work. The fact that the advertising agencies are not only paid by customers for booking advertisements, but also receive a 20% commission from the respective media, exacerbates the crooked look. This fact can facilitate corruption. This problematic double binding of the advertising agencies could at least be lifted in the ÖAK, even if the advertising customers within the ÖAK could also prove mandates. After all, they are the main addressees of circulation control.


The International Federation of Audit Bureaux of Circulations is the international umbrella organization of the national regulatory control institutions. The ÖAK was accepted into the IFABC immediately after it was founded. The aim of the IFABC is the further development of the control mechanisms for the circulation control and the international exchange of experiences among the members. The General Assembly meets every two years. In addition, the European and Asia-Pacific chapters of the IFABC meet for annual meetings. IFABC is chaired by Jerry Wright (ABC UK & Ireland).

Since 2004 the administrative agendas of the IFABC have been taken care of by the secretariat in Malaysia. This IFABC office is the first point of contact for IFABC members and is of course also available to ÖAK members at any time for inquiries.

See also

Web links

Individual evidence

  1. ↑ List of editions . ÖAK. Archived from the original on October 6, 2014. Retrieved October 11, 2014.
  2. IB Interbilanz . IB. Archived from the original on October 6, 2014. Retrieved October 11, 2014.
  3. MOORE STEPHENS City Treuhand . MOORE STEPHENS. Archived from the original on October 10, 2014. Retrieved October 11, 2014.
  4. ÖAK massively weakened . NEWS Retrieved May 9, 2011.
  5. The ÖAK for the first half of 2008 has been published . Horizon online. Archived from the original on October 31, 2012. Info: The archive link was automatically inserted and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Retrieved August 20, 2008. @1@ 2Template: Webachiv / IABot /