Styrian Media Leaders Call for Collaboration Amidst Industry Turmoil
A record-breaking gathering of Austrian media professionals convened on February 3, 2026, to address the challenges and opportunities facing the industry, with a particular focus on the Styrian media landscape. The event, hosted by the Styrian Press Club, underscored a growing consensus that cooperation and innovative strategies are crucial for navigating a period of significant disruption.
The first club evening of 2026 drew approximately 70 attendees, a testament to the urgency of the issues at hand. The discussion, led by Press Club President Sigrid Hroch, ORF Board of Trustees member Thomas Prantner, and Kleine Zeitung Managing Director Xenia Daum, revealed a shared concern over the difficulties confronting domestic media outlets. “This year will not be easy for the domestic media – 2025 was already very turbulent,” Daum stated, highlighting the ongoing pressures.
A Challenging Landscape for Austrian Media
The panel discussion began with a sobering assessment of the Austrian media environment. A senior official noted that 2025 was marked by job cuts, program reductions, and a concerning outflow of advertising revenue to international entities. This trend, coupled with evolving media consumption habits, has created a precarious situation for many organizations.
Hroch broadened the conversation to encompass the future of print media, the need for modernization of media law, and the promising initial collaboration between ORFVÖZ and VÖP in November 2025. Prantner cautioned that political considerations pose a threat to the industry’s stability, stating, “The blue side is a sword of Damocles,” while acknowledging the legitimate concerns of the VÖZ. He emphasized the paramount importance of a media policy that operates independently of partisan politics.
A unified message emerged regarding the need for financial support. “Funding is necessary – in our view, the most urgent thing at the moment is sales promotion,” the discussants agreed. This suggests a shift in focus towards bolstering revenue streams and strengthening the economic foundations of Austrian media.
High-Profile Attendees Signal Industry-Wide Concern
The panel discussion was followed by a networking reception attended by a diverse array of influential figures, including FPÖ club chairman Marco Triller, Consul Rudi Roth, editors-in-chief Wolfgang Schaller and Roland Reischl, ORF National Director Gerhard Koch, Kleine Zeitung Editor Hubert Patterer, WKO Styria press spokesman Mario Lugger, and representatives from the Styrian provincial government. Also present were Gottfried Bichler (Aerial Styria-GF), Christian Diver (Caritas spokesperson), Martin Fill (GPA press officer), Klaus Schweighofer (Styria-Media-International-GF), Michael Eisner (Head of Communications for the State of Styria), Walter Mocnik (ASFINAG spokesman), and Martina King (FH Joanneum Vice Rector).
Educational Initiatives to Support Media Professionals
The Styrian Press Club’s commitment to supporting the industry extends beyond discussion forums. In partnership with the Austrian Media Academy, the club offers a series of all-day seminars. “We have had a cooperation since 2025 and offer all-day seminars in the press club, which have been very well received – that is why we will continue this in 2026 and are starting the new educational year with our ‘moderation training’ on January 28th,” explained Nikolaus Koller of the Austrian Media Academy.
The collaborative spirit demonstrated at the Styrian Press Club event signals a proactive approach to addressing the challenges facing the Austrian media. As the industry navigates a period of unprecedented change, such partnerships and a renewed focus on cooperation will be essential for ensuring its long-term viability. Further information and photos from the event can be found at www.presseclub.co.at.
