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The LeadAward is a German media prize. The LeadAcademy für Medien eV awards the award annually to German print and online media.


In 1993 the Academy first presented the LeadAward in Hamburg. Among other companies, the prize is mainly sponsored by Spiegel , Porsche AG , Süddeutsche Zeitung , Frankfurter Allgemeine Zeitung , Die Zeit and the DuMont media group and promoted by the Hanseatic City of Hamburg . The previous sponsors Hugo Boss , Google and EnBW are no longer declared. Instead of celebrating the 25th anniversary in 2017, the award was suspended. The one-year break was used for restructuring. According to the new concept, the editors-in-chief and publishers of the magazine, newspaper and online titles are now in the foreground.

Procedural rules

To date, only the LeadAcademy committees nominate - an application is not possible. A 12-person preliminary jury sifts through the complete years of around 450 magazine titles, 70 newspaper titles and 200 online offers. This pre-selection is then submitted to a 30-person final jury for the nominations and finally the decision on the award of prizes. Gold, silver and bronze placements and up to eight awards are given for each category. The latter has not changed since 1995. Markus Peichl has overall responsibility .


The LeadAwards have been held for many years and a. Awarded in the categories “Editorial”, “Advertisements”, “Photography”, “Online” and “Newspaper of the Year”. The "Online" category was awarded for the first time in 2006, when Wikipedia won the category as "WebLeader of the Year".

Since the redesign in 2018, the seven sections are: “Magazine Debatte”, “Magazine Lifestyle”, “Magazine Popular”, “Regional Newspaper”, “ National Newspaper”, “Particularly Innovative Journalist ” and “Important Digital Maker”. In addition, the main sponsor Porsche AG gives its own Porsche Award for the best independent journalist of the year, which is intended to highlight particularly courageous and innovative achievements.


"The lead solution to the celebrity dilemma is to invite as many top-class media makers as possible to the juries and give them as many opportunities as possible to honor their own media."

- HPI (2006)

Web links

Individual evidence

  1. Cancellation of the Lead Awards Der Spiegel
  2. a b LeadAwards with a new format and a new sponsor , leadacademy.de, accessed December 12, 2018
  3. a b Lead Awards: Bild am Sonntag maker Marion Horn wins newspaper gold in front of SZ bosses and Giovanni di Lorenzo , Meedia from December 11, 2018, accessed December 12, 2018
  4. LeadAcademy : The Prize Winners
  5. A lead can be a bridge . In: the daily newspaper , March 15, 2006, p. 17.