Axel Springer Academy of Journalism & Technology
The Axel Springer Academy of Journalism & Technology is the in-house training division of Axel Springer Deutschland GmbH, running the paid Volontariat journalism trainee program that places graduates into Axel Springer newsrooms and delivering Corporate AI Upskilling and Innovation Tours to external enterprise and academic clients from Berlin.
- Company typePrivate
- Founded1986
- HeadquartersBerlin, Germany
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Axel Springer Academy of Journalism & Technology does
The Axel Springer Academy of Journalism & Technology is the in-house journalism school of Axel Springer Deutschland GmbH, a subsidiary of publicly listed Axel Springer SE. Founded in 1986 as Journalistenschule and rebranded in 2024, the Academy operates from Zimmerstrasse 50 in Berlin with a core team of 12-14 staff. Its primary offering is the Volontariat, a paid multi-year journalism trainee program that feeds directly into Axel Springer's newsrooms across brands such as BILD, WELT, POLITICO, and Business Insider; 40+ cohorts have graduated since inception, with Team 40 (17 trainees) scheduled to begin in July 2026.
The Academy has progressively repositioned its curriculum around technology and artificial intelligence. Generative AI tools were integrated into trainee workflows starting in early 2023, and the institution now delivers AI literacy as a core competency. To monetize this content beyond Axel Springer, the Academy launched two external-facing offerings: Corporate AI Upskilling for enterprise clients and the Innovationsreise (Innovation Tour) program for academic institutions and external cohorts. These extensions sit alongside the Volontariat and represent the Academy's emerging commercial surface.
Economically, the Academy functions primarily as a captive talent-development and reskilling division rather than a standalone P&L. The Volontariat does not generate tuition revenue because trainees are paid during the program; external training revenue is not disclosed. The strategic value to Axel Springer lies in talent pipeline control, editorial capability building (especially around AI), and incremental monetization of curriculum IP through Corporate AI Upskilling and Innovation Tours.
Axel Springer Academy of Journalism & Technology firmographics
Firmographics- Name
- Axel Springer Academy of Journalism & Technology
- Legal name
- Axel Springer Deutschland GmbH
- Website
- https://axelspringeracademy.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Axel Springer Academy of Journalism & Technology is the in-house training division of Axel Springer Deutschland GmbH, running the paid Volontariat journalism trainee program that places graduates into Axel Springer newsrooms and delivering Corporate AI Upskilling and Innovation Tours to external enterprise and academic clients from Berlin.
- Ownership category
- akta.pro rank
Axel Springer Academy of Journalism & Technology industry classification
Industry- Product category
- Journalism Education and Professional Training
- NAICS
- Technical and Trade Schools (6115), Computer Training (611420), Professional and Management Development Training (61143)
- SIC
- Services-Educational Services (8200), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Information Technology & Software (EDAAAPAB)
- akta.pro secondary industries
- Productivity & Office Software Skills (EDAAAIAC), AI-Powered Tutoring & Study Assistant Platforms (EDANAGAD)
Keywords
Where Axel Springer Academy of Journalism & Technology is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Axel Springer Academy of Journalism & Technology business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Journalistenschule (Journalism Trainee Program): Two-year paid traineeship (Volontariat) program where Axel Springer trains aspiring journalists. Trainees receive monthly compensation of 1,667 EUR and work in Axel Springer's newsrooms including BILD, WELT, POLITICO, Business Insider, and other brands.
- Corporate AI Upskilling & Training: Fee-based professional development programs for external companies seeking AI competency building, including seminars, qualification programs with certificates, innovation journeys, and transformation consulting services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Volontariat traineeship with monthly compensation |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Axel Springer Academy of Journalism & Technology product offering
Product offeringCore offering
The Academy runs a two-year paid journalism traineeship (Volontariat) that combines classroom instruction with practical newsroom rotations across Axel Springer brands (BILD, WELT, POLITICO, Business Insider). It also delivers Upskilling programs teaching employees to work with generative AI, identify use cases, and implement automation in editorial workflows, alongside tailored B2B corporate AI training, consulting, certification programs, and innovation tours for external companies.
Product overview
Axel Springer Academy of Journalism & Technology operates as an integrated education platform offering three core programs: the Journalistenschule (a 2-year journalism training program), Upskilling programs (AI skills development for employees), and corporate training services. The Journalistenschule combines theory with practice across four phases, incorporating AI tools throughout the curriculum. Upskilling focuses on practical AI application for editorial workflows. The corporate offerings include tailored training programs, consulting services, innovation tours, and certification programs designed to build AI competencies in organizations. All programs emphasize the combination of journalism, business, and technology.
Differentiator
Problem solved
Functional benefit
Products and services
- Journalistenschule (Journalism School)
- Upskilling
- Upskilling für Unternehmen (Corporate Training)
Quantifiable outcome
- Multiple award-winning projects including Henri-Nannen-Preis, European Media Award, and Grimme Online Award
- +2 more outcomes
Companies that use Axel Springer Academy of Journalism & Technology
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Axel Springer Academy of Journalism & Technology technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability11 records
Feature5 records
Axel Springer Academy of Journalism & Technology partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SmartRecruiterscoreApplicant tracking system (ATS) provider used for processing applications to the journalism school. Recruitment platform handles application submissions and candidate management for the three-round selection process.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Axel Springer Academy of Journalism & Technology competitors and assessment
Company assessmentDirect peers
- StackFuel: Berlin-based data and AI training provider offering corporate bootcamps and online learning programs for enterprises. Direct competitor in the German corporate AI/data training market and an emerging player in the same upskilling segment targeted by the Academy's B2B services.
- Hamburg Media School: Joint journalism and media management program in Hamburg, offering Master's-level and trainee programs for aspiring journalists and media managers. Competes directly with Axel Springer Academy for German journalism talent and corporate training engagements in the DACH region.
- Macromedia University of Applied Sciences: Private German university with journalism, media, and digital media degree programs across multiple campuses. Recruits from the same applicant pool as Axel Springer Academy's trainee program and offers similar combinations of journalism fundamentals with digital/tech training.
- Bitkom Akademie: German digital industry association's training arm, offering seminars, certifications, and corporate programs in AI, digital transformation, and technology. Competes with the Academy's corporate AI upskilling offerings for German enterprise clients seeking structured competency-building programs.
- Deutsche Journalistenschule: Founded in 1959, Germany's most established journalism school based in Munich, offering a multi-format journalism training program. Direct competitor to Axel Springer Academy's Journalistenschule for top-tier journalism trainees in Germany, competing for the same applicant pool and producing graduates for German media brands.
- Georg von Holtzbrinck School for Journalism (Holtzbrinck School): Berlin-based journalism school founded by Holtzbrinck Publishing Group, training journalists for brands like Die ZEIT, Handelsblatt, and others. Direct competitor in both the journalism trainee program space and the corporate AI/digital upskilling market served by Axel Springer Academy.
- Reuters Institute for the Study of Journalism: Oxford-based journalism research and training institute offering executive programs and fellowships for working journalists. Comparable in its AI/digital journalism training focus and serves as a peer for the Academy's corporate training offerings, particularly at the executive level.
- Hasso Plattner Institute (HPI) / HPI Academy: German digital engineering school offering professional education and corporate training programs in digital technologies, AI, and Design Thinking. Comparable to the Academy's corporate AI upskilling division in serving German enterprises seeking technology competency development.
Broad incumbents
- General Assembly: Global corporate training provider in digital skills, data, and AI, recently acquired by Adecco. Offers corporate upskilling programs that overlap with the Academy's AI training services, with much broader geographic reach and a more established B2B sales motion.
Regional players
- New School / ifs internationale filmschule köln: German film and media schools with focus on multimedia storytelling, video journalism, and digital production. Adjacent to the Academy's multimedia storytelling curriculum (video, podcast, AR), serving similar candidates but with different core specializations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Axel Springer Academy of Journalism & Technology social profiles
Digital presenceAxel Springer Academy of Journalism & Technology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Axel Springer Academy of Journalism & Technology leadership team
Management profileNumber of profiles
Profiles11 records
Axel Springer Academy of Journalism & Technology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Axel Springer Academy of Journalism & Technology M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Axel Springer Academy of Journalism & Technology
What does Axel Springer Academy of Journalism & Technology do?
The Academy runs a two-year paid journalism traineeship (Volontariat) that combines classroom instruction with practical newsroom rotations across Axel Springer brands (BILD, WELT, POLITICO, Business Insider). It also delivers Upskilling programs teaching employees to work with generative AI, identify use cases, and implement automation in editorial workflows, alongside tailored B2B corporate AI training, consulting, certification programs, and innovation tours for external companies.
Is Axel Springer Academy of Journalism & Technology a public or private company?
Axel Springer Academy of Journalism & Technology is a private company. It is classified as corporate owned and is currently operating.
When was Axel Springer Academy of Journalism & Technology founded?
Axel Springer Academy of Journalism & Technology was founded in 1986. It employs 51 to 100 people.
Where is Axel Springer Academy of Journalism & Technology based?
Axel Springer Academy of Journalism & Technology is headquartered in Berlin, Germany, in the Europe region.
How does Axel Springer Academy of Journalism & Technology make money?
Two revenue lines are on record. Journalistenschule (Journalism Trainee Program) is the primary driver. The others are corporate AI Upskilling & Training.
Who are Axel Springer Academy of Journalism & Technology's main competitors?
Direct peers on record are StackFuel, Hamburg Media School, Macromedia University of Applied Sciences, Bitkom Akademie, Deutsche Journalistenschule, Georg von Holtzbrinck School for Journalism (Holtzbrinck School), Reuters Institute for the Study of Journalism and Hasso Plattner Institute (HPI) / HPI Academy. General Assembly is listed as a broad incumbent. New School / ifs internationale filmschule köln is listed as a regional player.
Does Axel Springer Academy of Journalism & Technology have an API?
No public API is recorded for Axel Springer Academy of Journalism & Technology.
What industry is Axel Springer Academy of Journalism & Technology in?
Axel Springer Academy of Journalism & Technology's product category is Journalism Education and Professional Training. Its primary akta.pro industry code is EDAAAPAB, Information Technology & Software, with a secondary code of EDAAAIAC, Productivity & Office Software Skills. Its NAICS code is 6115 and its SIC code is 8200.