What Hamburger Morgenpost does

Hamburger Morgenpost (MOPO) is a daily German-language tabloid newspaper headquartered at Barnerstraße 14, Hamburg, and operated by the private limited company Morgenpost Verlag GmbH. Founded in 1947 (firmographic year recorded as 1949), MOPO serves Hamburg and the broader Northern Germany region (Schleswig-Holstein, Mecklenburg-Vorpommern, Niedersachsen, Bremen) with hyper-local news, politics, crime, and weather coverage, complemented by dedicated sports journalism covering Hamburger SV and FC St. Pauli football, plus entertainment content such as puzzles, horoscopes, and lifestyle guides. Its primary audience comprises Hamburg residents, Northern Germany readers, and football supporters of the two major Hamburg clubs.

MOPO operates a multi-platform digital-first product portfolio. The core platform is mopo.de, supplemented by sub-brands HSV24 and STPAULI24 (football fan portals), MOPOP (culture and entertainment), MOPO+ (premium subscription with a customer portal at id.mopo.de), an E-Paper edition, original podcasts (Kiez-Menschen, Wie ist die Lage?, Die zweite Luft, Der Tag an dem..., Das Ziel ist im Weg), daily puzzles, an e-commerce merchandise shop, a local marketplace (MOPO Marktplatz), and an email newsletter service. The underlying technology stack is conventional web publishing: AWS hosting in Frankfurt, Google Cloud CDN, Google Analytics, Brevo and Mailchimp for newsletters, consentmanager for GDPR cookie consent, and Microsoft Bookings for sales scheduling. No proprietary AI, ML, or unique technology components are disclosed.

MOPO monetizes through a multi-stream revenue model: digital and print subscriptions via MOPO+ and aboshop.mopo.de, advertising sales executed through a dedicated B2B division called MOPO Media (Werbelokal), display advertising across mopo.de, affiliate commission revenue from licensed online casino comparison content (featuring GGL-licensed operators bwin, Löwen Play, Merkur Slots, JackpotPiraten, Jokerstar, NOVOLINE), branded merchandise sales (HSV fan boxes, photo books), and marketplace listings from local business partners. The Data Protection Officer's email domain ([email protected]) and registration in Hamburg (AG Hamburg HRB 37743) suggest administrative alignment with the NOZ/mh:n media group, although no formal parent-subsidiary relationship is disclosed.

Name

Hamburger Morgenpost

Legal name

Morgenpost Verlag GmbH

Website

https://mopo.de

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

51–100 employees

Short description

Hamburger Morgenpost (MOPO) is a Hamburg-based daily German tabloid newspaper and digital news platform serving Hamburg and Northern Germany with regional news, sports coverage (HSV, FC St. Pauli), premium subscriptions, podcasts, puzzles, and advertising services.

Ownership category

akta.pro rank

Product category

Regional Newspaper and Digital News Media

NAICS

Newspaper Publishers (513110), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Newspapers: Publishing Or Publishing & Printing (2711)

akta.pro primary industry

National & General-Interest Newspapers (Print & Digital) (MPAJADAA)

akta.pro secondary industry

Newsletter Publishing Platforms (MPACAIAA)

Keywords

• Regional newspaper publishing
• Digital news subscription
• Sports news coverage
• Print media
• Advertising sales

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Digital Subscriptions: MOPO+ paid digital subscription providing premium content access, ad-free reading experience, and exclusive articles.
2. Print Subscriptions: Traditional newspaper subscription services through aboshop.mopo.de, including home delivery.
3. E-Paper: Digital replica of the print newspaper accessible online through epaper.mopo.de.
4. Advertising: Display advertising across mopo.de, including native content, banner ads, and sponsored sections. Werbelokal (media.mopo.de) handles B2B advertising sales.
5. Merchandise Sales: MOPO branded merchandise sold through shop.mopo.de including HSV fan boxes (€69.90), Lost Places books (€24.90), and other branded products.
6. Affiliate/Commission Revenue: Casino comparison and review sections (mopo.de/casinos) feature affiliate links to online casinos. MOPO receives commission for referred customers. The page explicitly states 'MOPO erhält bei Produkten auf dieser Seite ggf. eine Provision' (MOPO may receive a commission for products on this page).
7. Marketplace Listings: MOPO Marktplatz featuring local businesses including restaurants (Schweinske), real estate (WohnGlück), medical services, automotive, and other local services.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Hamburger Morgenpost (MOPO) is a regional daily tabloid newspaper and digital news platform based in Hamburg, Germany, delivering local and Northern Germany news, sports coverage (HSV, FC St. Pauli), politics, crime, and lifestyle content across print, web, and multimedia formats. The company monetizes through paid digital subscriptions (MOPO+), print subscriptions, e-paper, branded merchandise, advertising sales via MOPO Media, and affiliate commissions from online casino reviews and partner marketplace listings.

Product overview

Hamburger Morgenpost (MOPO) operates as a regional news media company offering a primary digital news platform (mopo.de) alongside specialized sub-brands including HSV24 and STPAULI24 for football coverage, and MOPOP for culture/entertainment content. The company provides a premium subscription tier (MOPO+), digital newspaper access (E-Paper), and multiple engagement products including podcasts, puzzles (Sudoku, crosswords), and newsletters. Additional revenue streams include an e-commerce shop for branded merchandise, a marketplace (Mopo Marktplatz) with partner offerings, and an advertising division (MOPO Media/Werbelokal). The company also operates affiliate-based comparison services for online casinos and legal gambling platforms, leveraging its digital audience.

Differentiator

Problem solved

Functional benefit

Brands

• MOPOP: Culture and entertainment platform covering theater, events, and cultural activities in Hamburg
• HSV24
• STPAULI24
• MOPO+
• MOPO Media

Products and services

• MOPO (Hamburger Morgenpost) Digital News Platform Hamburg's regional daily newspaper and news website covering local news, politics, sports (HSV, FC St. Pauli), crime, and regional events in Hamburg and Northern Germany. Targets individual readers in the Hamburg metropolitan area and surrounding Northern Germany regions.
• MOPO+ Premium Digital Subscription

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

Six partnerships are on record, tiered minor.

• bwinminorChannel Partner/ Reseller/ DistributorAffiliate partner for online casino reviews. MOPO receives commission for referred customers signing up at bwin. bwin offers 900+ slots and sports betting under GGL license.
• Löwen PlayminorChannel Partner/ Reseller/ DistributorAffiliate partner for online casino reviews. MOPO receives commission for referred customers. Löwen Play is a German-headquartered online slot operator.
• Merkur SlotsminorChannel Partner/ Reseller/ DistributorAffiliate partner for online casino reviews. Merkur Slots is the MERKUR GROUP's online platform rated as overall winner in MOPO's casino comparison.
• JackpotPiratenminorChannel Partner/ Reseller/ DistributorAffiliate partner for online casino reviews. Joint venture of MERKUR GROUP and NOVOMATIC, offering highest payout rates in MOPO's ranking.
• JokerstarminorChannel Partner/ Reseller/ DistributorAffiliate partner for online casino reviews. German-based Kling Group company with strongest welcome bonus offering in MOPO's comparison.
• NOVOLINEminorChannel Partner/ Reseller/ DistributorAffiliate partner for online casino reviews. Official online home of NOVOMATIC slot machines, including Book of Ra series.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Hamburger Abendblatt: Hamburg's other major regional daily newspaper. Directly competes with MOPO for Hamburg readers, local advertisers, and digital subscriptions, serving the same geography with a similar subscription-led model.
• Berliner Morgenpost: Berlin-based regional daily from the same media family (NOZ Medien, as evidenced by MOPO's [email protected] contact). Operates the same regional-tabloid-plus-digital-sub-brand playbook in a different city, making it the closest structural analogue.
• BZ Berlin: Berlin regional tabloid in the same format and audience profile as MOPO. Demonstrates the same playbook of metro tabloid, sports verticals, and digital subscription monetization in a different German city.
• Kölner Express: Cologne-based regional tabloid with comparable digital subscription model, sports coverage focus, and local news vertical structure. Closely mirrors MOPO's content mix and target reader.

Broad incumbents

• Bild: Germany's largest national tabloid (Axel Springer). Competes with MOPO for Hamburg readers and regional ad budgets but at vastly greater scale, with BILDplus as a comparable digital subscription product.
• Die Welt: National broadsheet from Axel Springer with Welt+ paywall. Competes for Hamburg news consumers and premium advertisers, and represents the subscription scale benchmark MOPO+ would need to approach.
• Süddeutsche Zeitung: Germany's largest national quality daily with a strong digital subscription business. Sets the benchmark for paywall pricing, content depth, and digital ad inventory that MOPO competes against for national advertisers.
• WAZ (Westdeutsche Allgemeine Zeitung): Major regional newspaper group covering the Ruhr area. Comparable as a multi-city regional publishing operation with digital subscription, local marketplace, and event monetization streams.

Regional players

• Kieler Nachrichten: Daily newspaper serving Schleswig-Holstein and Kiel — within MOPO's Northern Germany footprint. Competes for overlapping regional readership and Schleswig-Holstein ad budgets.
• Lübecker Nachrichten: Regional daily covering Lübeck and surrounding Schleswig-Holstein area. Overlaps with MOPO's 'Im Norden' section for readers and local advertisers in the Lübeck market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mopo
• Facebookfacebook.com/hamburgermorgenpost
• LinkedInlinkedin.com/company/morgenpost-verlag-gmbh
• Instagraminstagram.com/hamburgermorgenpost
• TikToktiktok.com/@hamburgermorgenpost

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hamburger Morgenpost