Project “Halle”: The eastern expansion of the Berlin publishing house
We never promised not to expand eastward. We promised cosmopolitanism, freedom of discourse, and local roots. And these will soon extend from the low mountain ranges to the Baltic Sea.
The motivation for our commitment to Berliner Verlag in 2019 stemmed from two aspects: On the one hand, we wanted to help close the obvious discrepancy between real life and media reality, and on the other hand, we wanted to counteract the systematic discrediting and devaluation of East German perspectives.
Looking at the situation in 2025, our efforts have had little effect at first glance. The media and politicians have continued to enclose themselves in their bubbles. Rarely in German history has the gap between election promises (no new debt and a reduction in tax and social security burdens) and government reality after an election (the highest debt budget in German history with a continuing increase in the tax and social security burden at a world-leading level and a further loss of competitiveness) been as striking as after the 2025 federal election.
The systematic devaluation of East German perspectives has not abated, despite noble words from Federal President Steinmeier, the various commissioners for Eastern Germany, and the start of construction of a reunification temple in Halle. Even today, Süddeutsche Zeitung, FAZ, and Spiegel are unable to address and adequately consider sociological, economic, and cultural differences in East Germany in their editorial departments.
The same applies to reporting on global developments: 15 percent of the world's population lives in the West, 85 percent in social structures that differ from ours. 90 percent of reporting in Germany focuses on Western perspectives. Only 10 percent of reports address the 85 percent outside the West. This inadequately balanced journalistic situation in Germany has far-reaching consequences, which are evident not only in Germany's argumentative, and now also its economic, defensive stance.
After six years, we as a publisher would have to conclude, at first glance, that we have failed. But at second glance, a different perspective emerges: We see increasing courage, at times defiance, and East German civic engagement. Among readers, there is a growing desire to read the Berliner Kurier, the Berliner Zeitung, or the Weltbühne. We, for our part, are reluctant to use open source to counter the mainstream media with divergent realities. And then there is the enormous civic engagement that is opening the doors for Berliner Verlag outside of Berlin, as evidenced, for example, by the fact that Dresden residents have practically begged us to expand the Berliner Zeitung's offerings to include Dresden and Saxony. The need for independent reporting is also growing outside of Berlin.
So we've been anything but a failure. The Berliner Verlag is now an independent media platform for enlightened, self-determined, and engaged citizens. And not just in eastern Germany, but far beyond, as the figures for Weltbühne, which was relaunched in May, demonstrate. It is now read in twelve European countries, and the majority of the German readership lives in the west of the country.
As a result, we decided not to discontinue therapy but to increase the dose.
That's why we initiated the "Halle" project after the Weltbühne's rollout. Because, as Dresden native Erich Kästner, an early Weltbühne writer, once wrote: "Even from the stones that are placed in your path, you can build something beautiful."
Courageous reportingThe "Halle" project is an attempt to counter the disparaging view of East Germany among the media elite (all Nazis or Communists, yuck!), the growing self-serving mentality in political structures (the Green Party's Annalena Baerbock in New York), and the inability of politicians to improve people's living conditions with an independent, self-determined media outlet as a platform for democratic opinion and decision-making. As a loyal opposition that keeps an eye on those in power in politics and the media, sets the agenda, and promotes discourse, instead of building new (fire)walls – which often only happens to secure personal gain.
In the best tradition of free, democratic societies, we seek to stimulate, not restrict, competition for the better idea, the better concept, and greater efficiency. We seek to cultivate the rule of law, promote the independence and objectivity of free courts, and value individuality and the pursuit of happiness over low-level collectivist egalitarianism.
Therefore, we are working to respond to the request of those Dresden residents. In the coming weeks, we will be publishing local newspapers in the capitals of the eastern German states, following the publishing concept of the Berliner Zeitung: in Dresden, Erfurt, Magdeburg, Potsdam, and Schwerin.
They will offer 360-degree global reporting, open debate formats, and local content for local people, embedded in the comprehensive, open-discussion reporting of all other titles of the Berlin publishing house. Initially, this will be Monday to Friday in online and ePaper editions, as well as in a printed weekend edition of the Ostdeutsche Allgemeine. Harald Neuber will be responsible for global reporting, and Thomas Fasbender for the comprehensive debate formats. We are looking for committed, courageous employees to fill the local editorial positions.
We look forward to the media competitionAs soon as we gain a critical mass of print subscribers, we will deliver printed newspapers during the week in addition to our digital channels. This will depend on demand. The Berliner Zeitung will be integrated into this concept, contributing overarching topics and the Berliner Zeitung on the weekend. To meet the increased organizational demands, the BVDZ Holding, whose name dates back to the failed takeover of Berliner Verlag by Tagesspiegel in the early 2000s and which holds the shares in Berliner Verlag, will be renamed "Neue Deutsche Medienholding." In the future, all media offerings of Berliner Verlag will be bundled in the Neue Deutsche Medienholding.
Furthermore, after successful implementation, which will certainly take some time and will depend significantly on the success of the "Halle" project , we will begin to further develop the governance of Neue Deutsche Medienholding. Following the successful restructuring of Berliner Verlag, the transition to the growth phase, and the now initiated step toward nationwide operations, we plan to adjust the shareholder structure.
A media company should be democratically legitimized to avoid conflicts of interest. Following the 50+1 rule in German professional football, we will open the shareholder base to interested citizens in the future to ensure democratic participation.
But in the immediate next step, we will establish independent journalism with employees starting in Dresden, then in Erfurt, Magdeburg, Schwerin, and Potsdam, while simultaneously enabling all local people to contribute their local reality in the form of articles via the established "Open Source" format or to easily convey ideas for editorial topics via the new "Open Table" format.
The free press is a valuable asset of a democratic societyWe've found that other press outlets rarely respond objectively to our initiatives. We expect biased reports and insinuations this time as well. It's the flip side of press freedom when established media outlets use their media power to hinder fair, open competition.
However, these expected reports will not diminish our motivation to create better journalism that avoids the means of discrediting, divisiveness, and interest-driven partisanship. A free press is a precious asset of a democratic society and brings with it great responsibility that must be met.
In eastern Germany, we witnessed during and after reunification that even blatant conflicts of interest can be resolved non-violently. With all the challenges currently facing Germany, the EU, and Europe, the transformation experiences of eastern German society could be of valuable assistance.
The "Halle" project is therefore an opportunity for interested, free, and courageous citizens to contribute their individual experiences. We look forward to the media competition in the new markets outside of Berlin, and we look forward to your support.
You can find further information here.Holger Friedrich is publisher of the Berliner Zeitung.
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