Location:
Axel Springer Neubau
Zimmerstraße 50, 10117 Berlin

Start your Berlin adventure by meeting your tour leads and fellow participants at our Red Study Tour kick-off at Axel Springer. This is where the energy begins to build. You’ll be welcomed by INMA’s Greg Piechota, Holger Kansky of BDZV (Germany’s national press association), and Selma Stern, one of Germany’s leading voices on innovation. Together, they’ll set the stage for the two days ahead — outlining what to expect, sharing insights into Germany’s fast-evolving media landscape, and connecting the dots between each stop. Grab a coffee, get to know your group, and get ready — Greg and Selma will be your guides, your bridge to the hosts, and the spark that keeps this tour moving.

In this presentation and extended tour, discover how Axel Springer — a family-owned, transatlantic media company — continues to shape and lead the future of AI-empowered journalism in the free world. Founded nearly 80 years ago with the mission to strengthen democracy through a free press, the company today operates from Berlin and New York, uniting leading media brands such as Bild, Welt, Politico, Business Insider, and Morning Brew. With more than 10,000 employees in over 25 countries, Axel Springer also drives innovation in media marketing and e-commerce through brands like Awin, Bonial, Idealo, and the market research institute eMarketer. During this visit, participants will experience how Axel Springer connects journalism and technology — from newsroom transformation to audience engagement. This tour of Axel Springer’s architecturally striking offices includes a behind-the-scenes look at the Welt TV studio, the corporate archive chronicling decades of media history, as well as the newsroom, test lab, and web studios of Bild, where innovation and storytelling converge every day.

Tagesspiegel is Berlin’s leading capital-city newsroom. Close to Germany’s centres of politics, business, and science, it is widely read by decision-makers across the country. It combines strong metropolitan reporting with national perspective, giving a clear view of how policy and city life intersect. The brand is also known for its modern product mindset: newsletters and briefings for professionals, data-informed storytelling, and a culture of experimentation that keeps formats sharp and audience-centric. Visiting Tagesspiegel offers a front-row look at how a German publisher serves both a demanding local audience and a broader national conversation.

Location:
TagesspiegeI Askanischer Platz 3, 10963 Berlin

A Berlin newsroom that literally set sail: Pioneer One — and now Pioneer Two — are purpose-built media ships on the Spree, a short cruise from the government quarter. They serve as an editorial office, studio, and event space in one, designed for daily journalism, live broadcasts, and member gatherings. The model is clear and consistent: newsletter and podcast at the core (the Pioneer Briefing each morning), a paying community around it, and a production setup that switches smoothly from reporting to live audience formats. For an international audience, the value is twofold: a distinctive product philosophy (independence, membership, live proximity to politics) and a very modern infrastructure (multi-format studios on a mobile platform) that turns stories, interviews, and debates into experiences — on water.

After a long, intense day of study tour, enjoy “drinks on INMA” at Media Pioneer’s office on the river. We will be joined by Blue Study Tour colleagues, too.

A behind-the-scenes look at how a regional publishing group is transforming into a data-driven, multi-brand digital network. This visit showcases how shared content hubs, smart data use, and a unified ad platform can turn local strength into national scale. Learn how editorial collaboration boosts quality, how data informs product and audience strategy, and how centralised infrastructure delivers both efficiency and growth. A useful model for any publisher seeking to scale without losing its local identity.

Table.Media is Germany’s leading publisher for professional briefings, reaching top decision makers across politics, business, and academia. With 14 expert-led briefings, ranging from China and ESG to security and education, Table.Media combines the editorial excellence of leading media with deep domain expertise. The company’s high-level formats, including the renowned Berlin Table and CEO Table, as well as the widely followed Table.Today podcast (over one million streams per month), make Table.Media one of the most cited and influential media platforms in Germany. Through their newsroom-to-boardroom model and the Table Forum series, Table.Media transforms intelligence into action-delivering, high-signal analysis, direct access to editors and experts, and programmes designed for the C-suite speed.

Location:
Wöhlertstraße 12–13, 10115 Berlin

dpa is Germany’s independent national news agency with a 24/7 central newsroom and global network. Beyond the wire: IFCN/EFCSN‑certified fact‑checking, structured data products, and modern studios for broadcast, vertical video, and podcasts. Discover how dpa combines editorial excellence with cutting-edge innovation with a look at dpa’s overall mission and structure, forward-looking AI and technology projects, and their approach to developing new talent through the dpa Young Leaders programme — an initiative nurturing the next generation of media professionals. The session includes an open Q&A and a guided newsroom tour, connecting dpa’s strategic vision with their daily operations.

Location:
Deutsche Presse-Agentur (dpa)
Rudi‑Dutschke‑Straße 2, 10969 Berlin

Der Spiegel is one of Germany’s most influential and respected media brands, known for its rigorous journalism, strong editorial voice, and significant role in shaping the national media landscape. With a long tradition of investigative reporting and a forward-looking approach to digital innovation, DER SPIEGEL continues to set benchmarks for quality, credibility, and modern storytelling. Their perspective offers valuable insight into how leading German publishers navigate change, embrace new technologies, and uphold journalistic excellence in a rapidly evolving environment.

Across seven study tour stops and even more interactions with brands and companies, what did Red Study Tour participants learn? What were the insights? This closing session led by Greg Piechota and Selma Stern will help point to what you should take home the next week.