How Hamburger Morgenpost has embraced AI and digital technologies to reengineer their business model: in conversation with Purple

Media Voices Podcast

Digital transformation is not a one-and-done process, as anyone who has ever worked in the publishing industry can attest. For Hamburger Morgenpost the digital journey has been made in a series of steps and investments - all with an eye on transforming a once print-centric newspaper business into a digital pioneer. Now, with AI on the horizon, it is set to take another leap into the future of digital publishing by integrating artificial intelligence throughout its newsroom and processes.

In this special Conversations episode we hear from Arist von Harpe, Publisher of Hamburger Morgenpost and Peter Dyllick-Brenzinger Head of Product and Engineering at digital publishing platform provider Purple, about how the venerable newspaper is futureproofing itself and potentially providing a template for other media businesses taking their own first steps along that journey.

Arist and Peter tell us how MoPo went from a daily to a weekly newspaper while also embracing AI and digital technologies to reengineer their entire business model, and become, as Arist explains, "bigger than they are".

Purple is a leading digital publishing platform for publishers, providing comprehensive solutions for modern publishing. Based in Berlin/Germany with an experienced team of 60 employees, Purple has been supporting publishers worldwide since 2007. Today, over 600 brands in 10 countries rely on Purple.

The platform consists of three core modules:

1. Purple Editorial: Purple Editorial is an AI-powered headless CMS and editorial system that enables highly efficient workflows and reliable content distribution across multiple channels.
2. Purple Experience: Purple not only offers an advanced editorial system but also solutions for creating apps and websites. This module allows publishers to deliver a seamless and engaging user experience that is consistent across all digital channels.
3. Purple Growth: To maximise reach and audience engagement, Purple provides various audience development features. These help publishers better understand and target their readers, fostering long-term growth.

Purple offers Purple Essentials and Purple Pro, different products tailored to meet the diverse needs of publishers of all sizes. Purple is ideal for multichannel publishing and supports multibrand publishing, allowing publishers to manage multiple brands efficiently through a single platform. With these comprehensive and flexible solutions, Purple is the preferred choice for publishers aiming to succeed in the digital world.