Founded in 1946, ‘Handelsblatt’ is Germany’s leading financial newspaper with over 550.000 daily readers. Enabling such an interested, but also critical community for the web3 world is an ambitious endeavor. Through multiple projects (Community NFTs, holder meetings and event raffles, AI-Art NFTs) I wander outside my comfort zone – journalism – into community management, creation and brand transformation. NFTs have proven to be a vivid tool of attracting a new customer base to a traditional but progressive newspaper.