Morgenavisen Jyllands-Posten
Grøndalsvej 3
DK-8260 Viby J
T/ +45 8738 3838
F/ +45 8738 3199


Jyllands-Posten was established in 1871, and it is founded on a liberal, centre-right view. The newspaper is not affiliated to any political party and is free and independent of all financial and political interests. In order to emphasise its full editorial independence, the editor-in-chief is appointed by the Jyllands-Posten Foundation, which is headed by a self-elective board with the obligation to ensure the newspaper’s editorial independence.

Market position
Morgenavisen Jyllands-Posten is one of Denmark’s largest dailies and has a position as Denmark’s international newspaper. Our news organisation is behind - Denmark's first fully comprehensive digital business media and the country's largest business site.

Jyllands-Posten’s target group is defined as the modern individual segment.

Number of employees
The number of full-time employees at Jyllands-Posten is calculated at 420, including 160 journalists. Freelance journalists, stringers and the suchlike are not included in the above figure.

Revenue structure
As with the other morning newspapers in Denmark, Morgenavisen Jyllands-Posten is a typical subscription paper. The vast majority – about 90% - of the newspaper’s circulation is sold to subscribers. The rest is by direct sale to non-subscribers. Some 40% of the paper’s revenue is from the sale of advertisements. Advertising revenue contributes to ensure a high editorial level and keep down the sales price of the newspaper.

Editorial management is under Jacob Nybroe (editor-in-chief) and Steen Rosenbak. Jyllands-Postens’s commercial management consists of Esben Kolind Laustrup.

Ownership structure
Morgenavisen Jyllands-Posten is published by JP/Politikens Hus which also publishes Politiken and Ekstra Bladet. JP/Politikens Hus is the result of a merger of Jyllands-Posten and Politikens Hus at the turn of 2002/2003. An essential precondition for the merger was that the three newspapers were to maintain their unconditional editorial independence and character.

Social commitment
Jyllands-Posten is not only business – our news organisation considers itself an important tool in the democratic process. Jyllands-Posten’s ambition is to be the common frame of reference that television used to be, and the paper’s journalism is one that is critical, fair and fearless. No external individuals may decide what can lawfully be written in the newspaper’s columns, but anyone can seek to air their disagreement on the opinion pages.

Jyllands-Posten is extensively involved in educational and information activities. Our news organisation is one of the major producers of digitalised educational material in Denmark. Jyllands-Posten has also established, which is a free and interactive educational universe. Finally, the purpose of Jyllands-Posten’s Galathea-ekspedition was to strengthen interest in science subjects in schools.

Each year, Jyllands-Posten awards several prizes:

LAUST JENSEN-PRISEN. Journalistic honorary award founded in 1994. It is presented on Laust Jensen’s birthday on August 28, the birthday of Laust Jensen, a renowned former editor-in-chief of Morgenavisen Jyllands-Posten. The prize is awarded to Danish journalists who, through idea development and persistence, have made a special effort for the press and the medium they serve. The prize is a travel grant of up to DKK 50,000.

JYLLANDS-POSTENS YTRINGSFRIHEDSPRIS (Freedom of speech award). Founded in 2006 and presented on Jyllands-Posten’s anniversary on October 2 whenever there is an obvious candidate. Winners have used their freedom of speech to challenge opinions and attitudes, and have had to pay a personal price in defence of free speech.

ÅRETS SPORTSNAVN (Athlete of the year). Founded 1991 and presented once a year in cooperation with the National Olympic Committee and the Sports Confederation of Denmark (DIF). Both teams and individuals can be nominated. The prize includes DKK 50,000.

AURORAPRISEN. Advertising award founded in 1971 in connection with Jyllands-Posten’s centenary. The award is a token of excellence presented to advertisers and advertising agencies. Winners have used the interaction between communication environments and the technical possibilities of daily newspapers to create particularly creative newspaper advertisements. The winner is awarded Henning Koppel’s fire-gilt Aurora sculpture – the symbol of dawn in Roman mythology.



Jacob Nybroe
B. 1965
Journalist, 1988
Emplyoed since: 2016

Former occupation:

2016-2016: Head of News, TV 2 Danmark
2015–2016: Partner, Nybroe & Broecker Kommunikation
2010–2014: Head of News, TV 2 Danmark
2000–2010: Managing Editor TV 2 Danmark
1996–2000: Managing Editor, TV 2 / East Jydland
1994–1996: Editor, Jyllands-Posten
1990–1994: Journalist, TV 2 / East Jydland