According to its own definition, the company sees itself as a “globally active multi-platform media company” – a reference to the colorful bouquet of diverse activities with a focus on lifestyle, sport and culture, for which the headquarters in Fuschl near Salzburg are responsible.
Last but not least, the variety of electronic media is part of the house. For example, the Red Bull Media House operates its own YouTube channel, which has 10.7 million subscriptions. But the more traditional channels are also used. In 2009, ServusTV started as the successor to Salzburg TV as an independent television station, which Dietrich Mateschitz surprisingly wanted to close again in 2016. The next day, however, the withdrawal followed again after the workforce had given a written assurance that they did not want a works council.
Today, Servus TV is the strongest domestic private broadcaster in the overall target group, with a monthly market share of most recently just over four percent. The Salzburg broadcaster can score points with the public, among other things, with expensive sports rights such as Formula 1 or in football, which it is increasingly contesting with the ORF. The internationally successful documentary producer Terra Mater Factual Studios is active in the prestigious sector.
For the last five years, the Media House has been divided into two pillars. The Red Bull Media Network includes Red Bull TV, Red Bull Films, RedBull.com and Red Bull Music Publishing. The other brands, such as Ecowin Verlag, are found under Publishing, TV and Media Operations. Last but not least, numerous print products complete the brand family and, according to the media analysis, will reach around 1.6 million readers in the state in 2021.
The most popular title is the magazine “Servus in Stadt & Land”, with which around a tenth of the population comes into contact. But the international men’s lifestyle magazine “The Red Bulletin” also reaches a large readership. “Carpe Diem”, meanwhile, is more aimed at a female clientele. The theater magazine “Die Bühne” migrated from “News” to the publisher in 2020, which also publishes the “Terra Mater” magazine or “Bergwelten”. However, Seitenblicke Magazin, which was acquired at the beginning of the media empire, was discontinued in 2016.
The Addendum research platform, which has been supported since 2017 by the Mateschitz Foundation Quo Vadis Veritas, which operates outside of the Red Bull Media House, is also history, and Michael Fleischhacker was responsible for it as publisher and editor-in-chief. Addendum was discontinued as of September 2020. But the following year, Mateschitz and Prince Michael von und zu Liechtenstein launched a new media project: “Der Pragmaticus” appears online and as a monthly magazine.
Source: Nachrichten
