With the election just around the corner, the newsroom is in high gear. Markus Hurek, Head of Politics at Focus, gives a behind-the-scenes look at how political journalists work – and explains why the days that follow a…
Claudia and Sabine Miedke are a well-coordinated team – two sisters, two careers, one publisher. At first glance, it’s clear that while they share many things, each has her own distinct style. Sabine presents herself in a professional and structured manner, fitting her work at Focus Money, where precision and clear facts are key. Claudia, on the other hand, radiates a creative extravagance that perfectly suits the world of Bunte – colourful, vibrant, a touch more daring. Yet despite their differences, there’s one thing they fully agree on: Burda is their professional home – and has been for decades.
Their careers began the old-fashioned way: a family acquaintance cut out a job advert for an editorial assistant role at Freundin from a newspaper and sent it by post to the Miedke family, thinking Burda might be a good fit for the sisters. Claudia applied and got the job – not at Freundin as initially expected, but at Bunte as a junior secretary. That was back in 1990. Sabine followed a few years later, after her first role at Gong Verlag. In 2000, she joined the newly launched magazine Focus Money. Since then, both Miedke sisters have been integral to the company – together they bring 60 years of Burda experience.
As executive assistants to the editorial boards of Bunte and Focus Money, the sisters often serve as the bridge between the editorial team and senior management – always diplomatic, always loyal. Discretion is paramount to both – details from editorial life? “No chance,” says Claudia. Perhaps one day in retirement, she’ll write a book about the most spectacular stories. “It would definitely be a bestseller,” she adds with a smile.
Publishing work has changed significantly over the decades – Claudia and Sabine have witnessed it all first-hand. “Back then, there were no emails, no digital calendars – we had piles of paper and typewriters,” Claudia recalls. “Nowadays, it’s all digital tools and virtual meetings – we’ve adapted.” Sabine adds: “Hierarchies are flatter now, everyone’s on first-name terms, and there’s more transparency. I think the monthly ‘All Hands’ meetings with our co-CEOs are brilliant – you get to hear what’s happening across other departments. That never used to happen.” Despite new technologies and AI, Claudia is convinced: “Nothing can replace emotional intelligence. That’s our greatest asset.”
One of the most unforgettable days in their careers was 11 September 2001 – the day of the terrorist attacks on the World Trade Center and the Pentagon in the USA. At the time, Bunte’s editor-in-chief, Patricia Riekel, was en route to New York for fashion shows. Suddenly, the entire editorial floor came to a standstill, Claudia recalls. It took several hours before they knew Riekel and her flight were safe. “Despite the tense situation, we produced a special issue in record time – I’ve never experienced anything like it.” Sabine remembers how the Focus Money team gathered around the office televisions: “We were in shock. In the weeks that followed, nothing was the same – we constantly had to rethink topics and develop new perspectives. We hardly slept. Claudia even stayed over at my place because she still lived in Rosenheim at the time.”
The sisters are keen to keep their work and personal lives separate. “On our lunch break, Claudia is just another colleague to me,” says Sabine. And there’s a firm rule: what’s confidential stays confidential – the sisterly bond ends where loyalty to the editorial team begins. “We’ve made it easy for ourselves,” Claudia says with a wink. “We work in two totally different editorial worlds. One deals with celebrities and society, the other with financial strategies – so there’s little overlap by nature.”
Their strong resemblance often leads to confusion. “Some colleagues think we’re twins and wish us both a happy birthday on the same day,” Sabine says, laughing. “Or we get emails meant for the other. Then we reply with something like ‘Oops, wrong Miedke!’ – and delete any confidential info straight away.” Claudia adds: “Sometimes when I’m out and about alone, complete strangers greet me, thinking I’m Sabine. It can be quite confusing!”
Both describe Burda’s company culture as familial. “We’ve known each other for decades – shared weddings, kids, major life events,” says Sabine. Despite all the changes – flatter hierarchies, digital transformation, remote work – both still feel they’re part of a strong community. Claudia is especially pleased that the new generation at Burda continues to carry these values forward.
Did either of them ever consider leaving Burda? Despite several attempts to lure them away, neither ever seriously thought of moving on. In hindsight, Sabine might have turned her hobby into a career – becoming a travel influencer or founding a start-up for solo female travellers. She could see herself doing either. Claudia is content with her journey. The only thing she wishes she’d done earlier: her yoga teacher training. Today, she even offers yoga sessions via Teams at Burda and leads the weekly “Active Break” on Thursdays – fifteen minutes to recharge for all colleagues.
Bunte – a people magazine full of glamour and celebrities. Focus Money – a financial publication focused on figures and economic news. Their professional worlds couldn’t be more different, but their values are the same: reliability, solidarity, and dedication. Two sisters, two careers, one publisher – and countless stories that will (hopefully!) one day find their way into a book.
