As Axel Springer Expands, Its US Identity Remains a Question

The German media company has some brand awareness challenges

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The German media company Axel Springer SE announced plans in February to shift its commercial focus toward the U.S. and its lucrative advertising market. But it will need to more clearly define its identity and the value of its portfolio of publishers in order to realize its goals, according to interviews with media buyers and analysts.

The company owns two of the largest publishers in Germany, Bild and Welt, and its U.S. holdings include Insider, Politico and an ownership stake in the business newsletter Morning Brew. 

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