About Wienerin

Wienerin

Wienerin, styled WIENERIN, is an Austrian women's lifestyle magazine published in Vienna. It was founded in 1985 by the Metro-Verlag of the entrepreneur and advertising agency chief Hans Schmid and first appeared in May 1986. For most of its life it was a Styria Media Group title: the Styria group took majority control of its then owner ET Multimedia in 2005, and Wienerin was published by Styria Medienhaus Lifestyle in Vienna as a monthly purchased magazine, listed by the Austrian circulation audit ÖAK, covering beauty, style, home, food, culture and society for women. At the end of 2022 Styria discontinued Wienerin as its lifestyle magazine and sold the brand rights to the Bundesländerinnen, the women's magazine group of Moser Holding and Styria Media Group; since the beginning of 2024 Wienerin has appeared under the Bundesländerinnen. Because the Styria era has ended, parts of this profile are written in the past tense, while the magazine itself — unusually — continues under new ownership. Directory data describing it simply as a current Styria monthly is therefore incomplete, and this profile corrects that picture.

Founding in 1985 and first issue in May 1986

Wienerin was founded in 1985 by Hans Schmid's Metro-Verlag; Schmid was an entrepreneur and advertising agency head whose Metro Verlag also relaunched the men's magazine Wiener. The first Wienerin appeared in May 1986. Its first editor-in-chief, Marga Swoboda, wrote a commentary in that first issue titled “Mein Gott, Schwester Johanna”, addressing Austria's first women's state secretary, Johanna Dohnal, who had opposed the founding of the new magazine and refused an interview. That opening quarrel is a revealing founding document: a commercial women's lifestyle magazine launched into a political argument about what a women's magazine should be, at a time when Austria's feminist movement regarded glossy commercial titles with suspicion. Wienerin's answer, over nearly four decades, was a mainstream lifestyle formula — beauty, fashion, home, food, culture and society — that made it one of Austria's durable women's brands. German listings date Wienerin from 1986, the first-issue year, while its reference history dates the founding to 1985; both are given here to avoid false precision.

From Metro-Verlag to Styria

In 2001 ET Multimedia AG took over Wienerin from Metro-Verlag. ET Multimedia was acquired in majority by the Styria Media Group in 2005. With Wienerin came the cinema magazine SKIP, which left the group after 2011, and the youth women's magazine miss, then still called Young World — a portfolio that made Styria a significant women's and lifestyle publisher alongside its newspapers, Die Presse and Kleine Zeitung. Under Styria, Wienerin was published in Vienna by Styria Medienhaus Lifestyle, in the Styria Media Center at Hainburger Straße 33 in its later years, after earlier editorial addresses in Vienna's tenth and eleventh districts. The batch record for this directory reflects that Styria period: a monthly women's lifestyle magazine from Vienna published by Styria Medienhaus Lifestyle (Styria Media Group), listed by the ÖAK among monthly purchased magazines, with its official website at wienerin.at. That description was accurate for the period it describes; it is no longer the whole story after 2022.

Editorial profile: beauty, style, home, food, culture, society

Wienerin is described in directories as discovering the latest trends in beauty, style, home, food, culture and society every month. That six-part formula — beauty, style, home, food, culture and society — is the batch record's summary and matches the magazine's positioning as a monthly Austrian women's lifestyle title. Compared with Woman's fourteen areas and career and dossier content, Wienerin is more lifestyle- and Vienna-centred; compared with Madonna's weekly celebrity rhythm, it is a slower monthly browse. Its name itself — “the Viennese woman” — brands it around a capital-city ideal of style and culture, even though it is sold nationwide. One of its most noted pieces of journalism broke that lifestyle frame: in August 2003 Wienerin published a much-discussed article in which female members of parliament described their experiences with drunken male colleagues in parliament; the investigative story by Andrea Möchel was subsequently quoted by the Kronen Zeitung and ORF news. The episode shows that a lifestyle title with women readers and women sources could, on occasion, break political news that daily papers then followed.

A monthly purchased magazine in the ÖAK lists

Wienerin appears in the ÖAK circulation lists among monthly purchased magazines — that is, magazines readers buy individually or by subscription rather than free distribution titles. The batch record relies on those ÖAK listings and magazine directories, including FeedSpot's directory of Austrian magazines, which lists Wienerin at wienerin.at in digital and print formats covering beauty, style, home, food, culture and society monthly. Specific audited circulation figures for Wienerin are not given in the sources consulted for this profile, and none are invented here; commercial directories' social-media counts are likewise not treated as verified facts. What the ÖAK listing establishes is the magazine's formal market category during its Styria years: a paid monthly in the national women's segment, competing for the same readers and advertisers as Woman and, in a different rhythm, Madonna and miss.

The Styria newsroom years and moves

The documented newsroom geography tells a story of integration into a large group. In 2004 the editorial office moved from Davidgasse in Vienna's tenth district to Geiselbergstraße in Vienna-Simmering; later the team moved to Ghegastraße and finally to Hainburger Straße 33, the Styria Media Center Vienna. Such moves — from a standalone publisher's offices into a media group's central Vienna headquarters — mirror Wienerin's corporate path from Hans Schmid's Metro-Verlag through ET Multimedia into Styria. Group headquarters brought shared services, printing and advertising sales, and proximity to Styria's other Vienna titles, but also exposure to group portfolio decisions, which eventually ended the Styria era. The magazine's survival of that decision, through a sale of its brand rights, suggests the title retained brand value independent of its owner — the asset a buyer acquires in such a sale is the name, the reader relationship and the archive, not the newsroom.

Discontinuation by Styria at the end of 2022

At the end of 2022, Wienerin as a lifestyle magazine of the Styria Media Group was discontinued, according to its reference history. The brand rights were sold to the Bundesländerinnen, the women's magazine group of Moser Holding and Styria Media Group, which publishes regional women's magazines for Austria's federal states. The wording matters: Styria ended its own Wienerin, but the magazine was not simply closed forever. Directory records that still describe Wienerin only as a Styria title are therefore out of date, and any profile written wholly in the present tense about Styria publication would be wrong. Equally, writing about Wienerin as a defunct magazine would be wrong, because of what happened next. This profile accordingly treats 1986-2022 as the magazine's first, Styria-centred life — with the pre-Styria Metro and ET Multimedia years as its opening chapter — and 2024 onward as its second life.

Relaunch under the Bundesländerinnen in 2024

Since the beginning of 2024, Wienerin has appeared under the Bundesländerinnen. The group is a joint women's-magazine house of the Tyrolean Moser Holding and Styria Media Group, built around regional women's titles for the individual Bundesländer — the same family to which Uschi Fellner's look! is a sister project. A national Viennese title inside a regional women's group is a logical portfolio fit: the Bundesländerinnen gain a Vienna flagship with a name dating to 1986, and Wienerin gains a publisher whose entire business is women's magazines. Details of the relaunched magazine's frequency, pagination, editorial team and circulation are not verified in the sources consulted for this profile, and none are asserted; readers should confirm the current offer at wienerin.at. The verified fact is the relaunch itself, sourced from the magazine's reference history, which post-dates the batch record used for this directory.

Vienna identity and the Austrian women's field

Wienerin's identity is unusually place-specific. Its title names the women of Vienna, its founding quarrel was with Vienna's feminist state secretary, its newsroom never left Vienna, and its content — beauty, style, home, food, culture and society — is filtered through the capital's theatres, restaurants, shops and social life. Yet it has always been a national magazine, sold across Austria and listed nationally by the ÖAK. In the Austrian women's field it sits between Woman, the larger VGN all-rounder founded in 2001, and miss, the younger Styria title that arrived in the same 2001 ET Multimedia transaction when it was still called Young World. That Wienerin, Woman and miss have all survived — under changing owners — while many Austrian magazines closed, indicates the resilience of women's lifestyle print in Austria when tied to strong brands and, increasingly, to regional or group portfolios.

Digital presence at wienerin.at

Wienerin's official website is wienerin.at, recorded in this directory and in reference and directory listings. FeedSpot's magazine directory describes it as an Austrian women's lifestyle magazine at wienerin.at in digital and print formats. Past-tense wording in that directory (“was an Austrian women's lifestyle magazine”) reflects the Styria discontinuation and predates or overlooks the 2024 relaunch — a good example of why directory tenses must be checked against the magazine's own history. No verified traffic or follower figures are used here. For the relaunched title, wienerin.at is the authoritative source for current frequency, subscriptions and editorial contacts, and this profile directs readers there rather than repeating stale Styria-era details as if they were current.

Limits and corrections

Corrections and limits are central for this title. The batch record presents Wienerin as a current Styria monthly; the fuller verified record is: founded 1985 by Hans Schmid's Metro-Verlag, first issue May 1986, taken over by ET Multimedia in 2001, majority Styria ownership from 2005, discontinued as a Styria magazine at the end of 2022, brand rights sold to the Bundesländerinnen, and published again by that group since early 2024. Founding is dated 1985 in its history and 1986 in some listings; both reflect founding versus first issue. No audited circulation figure is verified in the consulted sources. With those qualifications, the core stands: Wienerin is a German-language Austrian women's lifestyle magazine from Vienna covering beauty, style, home, food, culture and society, one of Austria's longest-lived women's titles, now in a second life under the Bundesländerinnen after nearly two decades in the Styria group.