The rotating EU presidency's relevance for EU politics has decreased since the introduction of a permanent council president. However, news salience and framing of the own government acting as the EU presidency can amplify publicity for EU affairs. We, therefore, evaluate the visibility and framing of the EU presidency in 12 Austrian newspapers for 2009–2019. We conduct an automated text analysis of 22 presidencies over 11 years, testing several hypotheses statistically, and qualify results via manually coded frames of the Austrian EU presidency in 2018. The results confirm the crucial importance of the domestication of EU politics, underscoring the potential of the presidency to serve as a window of opportunity for public debate. We discuss our findings with reference to the EU's democratic deficit.