Austria’s largest daily newspaper, Kronen Zeitung, is now relying on the digital expertise of social-first agency ML Marketing to comprehensively transform and innovate its social media strategy.

At a time when digital media consumption continues to grow and more people get their news through social platforms, the Kronen Zeitung is taking a decisive step forward: together with ML Marketing, the brand is being repositioned across its social media channels — with a clear vision focused on reach, relevance, and monetization.

The collaboration begins with an extensive social media audit, during which all previous activities and content are analyzed and evaluated. Based on these insights, ML Marketing will develop a tailor-made roadmap that serves as the strategic guide for the Kronen Zeitung’s digital evolution — including actionable recommendations for content, resource planning, sales strategy, and monetization.

The new partnership focuses not only on performance and reach, but also on adapting editorial content for digital audiences, optimizing content formats, and providing ongoing strategic guidance for the Kronen Zeitung’s editorial and operational teams. The shared goal: a clear social media vision that reaches readers where they consume news today — in their feeds. And a plan that ensures the Krone remains what it already is — the most-read newspaper in Austria, even in the digital age.

Christopher Sima, CEO of Krone Multimedia, on the partnership:

“With ML Marketing, we are bringing social-first excellence on board to strengthen the Krone where Austria consumes its news: in the feeds. The audit conducted by ML Marketing has been successfully completed; its well-founded and practical insights form the basis for the next phase. ML Marketing brings proven social-first best practices, video and creator expertise, as well as performance, paid, and monetization know-how. Together, we are translating these insights into focused formats and streamlined workflows, ensuring that the Krone’s quality journalism reaches its target audiences in a platform-appropriate and data-driven way. Social media is a growth driver for us: we are building the foundation for measurable increases in reach, relevance, and revenue. This benefits users, the editorial team, and advertising partners alike — and allows us to continuously strengthen the Krone’s digital leadership position.”

Viktoria Geresi, COO of ML Marketing, adds:

“This partnership is a perfect fit for us. We bring extensive media house experience and understand the specific challenges of turning news into a digital product. That’s why we’re excited to work with the highly motivated Krone team to develop solutions and strategies that make social media a real economic success factor. Anyone who wants to stay No.1 must never stop improving their product and adapting to current trends. We’re thrilled to accompany the Kronen Zeitung on this mission — and grateful for the trust placed in us.”

Angelina Züfle, Senior Social Media Manager at ML Marketing, adds:

“Every second person aged 18 to 24 consumes news primarily through social media. For media companies, the strategic focus is clear. Our approach goes beyond classic agency services — we act as a strategic partner at eye level, from initial analysis to implementation and ongoing support for decision-makers and teams at the Krone. Our goal is to reach and serve users where they are — on their preferred platforms and in the way they want to consume content.”