CONTENT:
VISITING JAHR MEDIA – HOME OF THE “FLIEGENFISCHEN” MAGAZINE
1. HAMBURG IS DEFINITELY WORTH A TRIP
"When someone travels ... they’ve got a story to tell." This quote from Matthias Claudius still rings true today—just as much as it did 200 years ago. Especially when visiting a city as beautiful, cosmopolitan, and steeped in history as Hamburg. Because Hamburg has so much more to offer than just the infamous Reeperbahn (which, true to family-holiday style, I explored from the safe distance of the HopOn-HopOff bus’s upper deck—and I can assure you that around 2:30 p.m., it's about as spicy as a three-day-old fish sandwich) or the legendary fish market (which we sadly missed during our short stay).
The Old Fish Market at Hamburg harbour is busy only on Sunday mornings - the rest of the week the hall is closed. But you can also find delicious fish sandwiches everywhere else across the city
2. THE PORT MADE HAMBURG GREAT
Officially known as the Free and Hanseatic City of Hamburg, the metropolis earns its nickname as the Venice of the North thanks to its many rivers, canals, and over 2,500 bridges. But more than anything, it's the port that defines the city. Now one of the largest transshipment ports in the world, Hamburg's port rights - allegedly granted by Emperor Barbarossa - have long fueled the city’s booming trade and development. With its gateway to the world, Hamburg has always been an open-minded, international city. Its Protestant-Lutheran roots since the Reformation are still reflected in its humanist spirit.
The Port of Hamburg is the economic engine of the entire region
3. A MONDANE METROPOLIS ON THE ELBE
To someone like me - a country boy at heart - the city and its people feel open, warm, sophisticated, and impressive. Both the old and new parts of town are beautifully maintained, elegant shops line the shopping streets, renovations are in full swing in the Speicherstadt, the HafenCity is evolving into a super-trendy neighborhood, Art Nouveau villas grace the shores of the Outer Alster Lake, and let’s not even get started on the stunning estates in Blankenese.
The typical brick buildings of the Speicherstadt. For centuries, these served as warehouses for goods from all over the world, but today they primarily house offices
The fact that the Elbphilharmonie - Hamburg’s stunning architectural landmark with a world-class concert hall seating over 2,000 people - was completed despite massive budget overruns, is surely also thanks to the city's financial muscle. And even with the recent scandal surrounding the now-bankrupt Signa Holding’s Elbtower, it's likely that Hamburg will find a way to complete it more smoothly than most other cities could.
The Elfi, as the Elbphilharmonie is affectionately known, viewed from the waterside
The city also has a lot to offer culturally. From blockbuster musicals like The Lion King, which has been running for over two decades, to highbrow productions on renowned stages such as the Thalia Theater.
You can't get past the Lion King in Hamburg
But to be honest, in our family, the lighter entertainment was more in demand - like visiting the Miniatur Wunderland, the world’s largest model railway exhibit, or the Chocoversum, where you not only learn all about the origins and production of chocolate, but also get to sample plenty of it along the way- a kind of guest-bribery strategy that most museums can’t compete with, especially when it comes to younger sweet tooths.
From the Copa Cabana to Monte Carlo in just a few steps ... the Miniature Wonderland makes it possible
Snacking on exhibits and licking fingers - expressly permitted in the Chocoversum
How Hamburg manages to avoid being overrun by tourist crowds despite such a rich and exciting offering is both clever and devious. They invented and then expertly cultivated the myth of the notorious “Schietwetter” (awful weather), letting potential visitors believe you can only survive a trip there with a raincoat and umbrella. Well, let me tell you: during the four days I spent there, I was genuinely happy to have brought my sunglasses and trucker cap. Glorious sunshine, mild (almost springlike) temps, and just the occasional light breeze – perfect conditions to enjoy the city in full. 
Fantastic weather and no tourists in the harbour - Hamburg's anti-overtourism strategy works brilliantly
4. HAMBURG – GERMANY'S PUBLISHING MECCA
But Hamburg isn’t just an exciting destination for city breaks. Its liberal mindset has also made it a hub for media, communications, and the creative industries. Around 70,000 people in Hamburg work in editorial offices, ad agencies, marketing companies, and similar fields. The city is home to major German media outlets like Zeit, Spiegel, and Stern. Even Axel Springer - whose portfolio includes BILD, by far Germany’s highest-circulation daily newspaper - laid the foundation for its post-WWII headquarters in Hamburg.
Furthermore, also the Tagesschau - Germany’s longest-running and most-watched news program - is produced in its own studio at the NDR headquarters in Hamburg and broadcast by the public ARD network.
Many large media publishers are based in Hamburg
5. THE “FLIEGENFISCHEN” MAGAZINE ALSO COMES FROM HAMBURG
Other major media and publishing companies are also based in Hamburg, such as Burda, which has a large presence in the city, and Jahr Media, a publisher that’s been successfully producing magazines on hobbies and lifestyle topics for over five decades - topics like hunting, sports, photography, and of course, fishing. Alongside titles like Blinker, AngelWoche, Kutter & Küste, Karpfen, the Esox supplement (published as part of Blinker), and Angelsee Aktuell, the publisher is also behind the magazine FliegenFischen.
Not just FliegenFischen - all these magazines are produced here in Hamburg at Jahr Media
6. A QUICK VISIT WITH MICHAEL WERNER FROM THE “FLIEGENFISCHEN” MAGAZINE
So naturally, during my brief trip to Hamburg, I couldn’t pass up the chance to visit Michael Werner, editor-in-chief of FliegenFischen and editorial director for all of Jahr Media’s fishing magazines. My three princesses, who were in desperate need of a break (and a free afternoon to go shopping) after the sightseeing marathon of the first few days, were happy with the arrangement too – classic win-win. I’d already given Michael a heads-up and cheekily invited myself over for coffee, so I had no trouble following through on that "threat."
Photo: Entrance Marlin Michael
Jahr Media is located in a stylish business park in Ottensen, in the westernmost Altona district of the city, in a typical red-brick building among the best neighbors such as international beer companies and pharmaceutical giants. The receptionist was lovely and just as unfazed by my surprise visit as Michael himself, who appeared shortly thereafter. Even though I was clearly catching him mid-workflow (probably between meetings), he greeted me warmly and led me straight through the hallways to the editorial coffee kitchen. It was quiet that afternoon, but I could easily imagine the room buzzing with chatter about secret plans, strategies, and the content of upcoming issues.
Coffee kitchen in the editorial office and cosy coffee break along with a nice talk on fly-fishing stuff
7. A LOOK BEHIND THE SCENES AT THE “FLIEGENFISCHEN” EDITORIAL OFFICE
With a fresh cup in hand, we sat down at one of the tables, and as you’d expect from two passionate fly fishers, it didn’t take long for the conversation to take off (staying true to Hamburg slang, we had a good “Schnack”). But of course, only one of us was there for fun, and the other had work to do - which became clear again when a staff member came by looking for Michael to discuss something urgent. Not wanting to distract him any further (and with another tour on my Hamburg itinerary coming up), I got a quick guided tour of the editorial offices. Calling the place "spacious" would be an understatement - it’s huge! Open-plan areas alternate with enclosed offices where the editorial teams work on their respective topics. There’s even a dedicated studio for photo and video production, plus a full IT department.
The FliegenFischen magazines are produced at this workplace
We eventually made it to Michael’s own desk. If, like me, you imagined the boss working from a sunlit, glass-walled office furnished in elegant Nordic minimalism—you’d be wrong. His desk is tucked into a corner and far more modest than expected. And here’s where Michael crafts every single issue of “FliegenFischen.” I also learned a fun fact: each edition of the magazine has two different cover versions - one tailored for southern Germany and another for the northern part. I have to admit, that I didn't know that. And as for what’s coming in the next issue - my lips are sealed. One little spoiler though: you’ll find something from Hotfly in issue 3/2025. What it is exactly? You’ll have to find out for yourself. So keep an eye on the newsstand when the next issue drops!
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