This study focuses on the Austrian media coverage of wealth taxes by conducting a content analysis of all commentary pieces published in 2005–2020 by five Austrian daily newspapers. We find (i) that the majority of commentaries take a negative position towards wealth taxation, (ii) that journalists write more negative comments than guest authors do and (iii) 50 argumentative patterns in five main categories. In light of these findings, we discuss several potential drivers of the predominantly negative wealth taxation coverage: the high degree of ownership concentration by wealthy families and institutions in the Austrian newspaper market, the importance of advertising to fund newspapers and the influence of elite institutions as providers of information. Finally, we embed our findings in recent literature and illustrate similarities and differences of the German and Austrian media coverage of wealth taxation.