„Ein Jahr des Chaos“: Die trimediale Diversifizierung von Bild (2020-2023). Eine Fallstudie zum Misslingen von Innovation

Content analysis has often been used to examine the tabloid newspaper Bild. However, the editorial practices and hierarchical structures within this newsroom have remained largely unexplored in academic research. This study is the first to survey a significant number of Bild editors (n = 43). In addition, editorial conferences in 2020 were observed. The fieldwork took place during an exceptional phase in Bild’s more than 70-year history. This article reconstructs Axel Springer SE’s attempt to expand the Bild brand beyond its newspaper and website by introducing a third medium into a cross-media strategy. Until 2023, both the editorial team and publishing house were determined to establish their own television channel. Drawing on extensive qualitative survey data (1,022 pages of interview transcripts) from three hierarchical levels—editorial staff, middle management, and the editorial team—this study analyzes why this attempt ultimately failed. The main reasons include the abrupt launch during an extreme social situation (the pandemic), inadequate personnel and infrastructure, and a management style that overwhelmed and demotivated many employees. This case study of failure contributes to research on journalistic innovation and cross-media transformation by offering insights into avoidable management errors.