Content unchanged new edition. Newspapers are not just printed paper, but brands. But are they understood and managed as such? What brand strategies are available to press titles? This book explores these questions using the examples of the renowned Handelsblatt and Net-Business, a title that emerged during the peak of the New Economy and was supposed to disappear with its decline. An established market leader and a newcomer - two fundamentally different starting positions in brand management and development. This book highlights the advantages of understanding newspapers as brands rather than mere print products and offers a systematic approach to various strategies for business titles. It becomes clear what potential lies within newspapers when they are managed and utilized as brands.