MOPO.de goes live with Purple Hub

Last week, the vertical MOPOP.de, the new portal for music and pop culture from Hamburger Morgenpost and mopo.de, went live for the second time. Equipped with a new CMS, the Purple Hub from SPRYLAB, this new website marks the start of extensive future multichannel publishing at the Hamburger Morgenpost.

Hamburger Morgenpost on the way to becoming a multichannel media company

Since February 2020, the Hamburger Morgenpost, or MOPO for short, has had a new owner and managing director: the former managing director of Xing Marketing Solutions, Arist von Harpe. His goal is "a MOPO that is deeply rooted in the city and sustainably successful - and on all channels."

Print is not to shrink - the Saturday edition of MOPO has actually become a lot "thicker" since Arist von Harpe took over - but digital is to grow into a multichannel media company. With this goal in mind, the expansion of digital channels, MOPO appointed its first head of digital, Philip Warth, a few months ago.

MOPO currently reaches almost 3.5 million people a month with its media channels (print, online and social media). The reach of the online portal MOPO.de alone totals around 25 million visits. This has made it one of the leading news portals in northern Germany.

Events, apps, podcasts and MOPO.de

Since September 2020, the daily newspaper has launched a kind of cultural offensive to provide greater coverage of Hamburg's entire cultural sector in the future. This includes a new page on culture and music in the print section every day. And every Thursday, readers get eight special pages on Hamburg's cultural life from all sectors with the "Culture Week.

New additions in the digital area include events, apps and podcasts. These include the new vertical MOPOP.de, a portal for music and pop culture from Hamburger Morgenpost and MOPO.de. Whether it's pop, indie, rock, punk, hip-hop or hardcore - the new platform MOPOP.de is set to become an important contact point for pop culture and music in Hamburg, with interviews, daily news from the music world and tips on concerts and festivals in the city.

MOPO.de moves to the cloud - Purple accompanies MOPO on its way to multichannel publishing

Just last week, MOPO.de, equipped with a new CMS, the Purple Hub, went live for the second time. Quite unspectacular on the outside, as the design is barely visible, but the backend is designed with the future in mind.

Initially, the new MOPOP website has merely moved to the cloud and offers a simpler editorial workflow including paywall and ad services. Prospectively, however, the conversion is a first step on the way to becoming a media house on all channels - with the All-In-One Multichannel CMS from SPRYLAB.

Future-oriented cooperation: Morgenpost and Purple

"We were looking for a partner who is passionate about these multichannel topics and who also comes up with crazy ideas that we want to go along with," says Philip Warth, Chief Digital Officer of Hamburger Morgenpost. "With Purple, I am full of confidence."

Following this start to a long-term and future-oriented collaboration between the Morgenpost and SPRYLAB, there are some major challenges on the agenda. The two already established MOPO-owned verticals "HSV24" and "St. Pauli24" are to be gradually restructured accordingly in the future and then the online portal MOPO.de itself is to be integrated into Purple Publishing's AI-based all-in-one multichannel CMS with many new ideas.

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