[2] In 1894 he also acquired the Berliner Illustrirte Zeitung weekly, which as technology advanced and permitted heavy use of photographs, became the most successful picture paper in Germany.

Ullstein's sons Rudolf, Hans, Louis, Franz and Hermann inherited the publishing house and developed it further.

[3] They acquired the reputable Vossische Zeitung, a liberal newspaper with a tradition dating back to 1617, while the left-wing Berliner Morgenpost established in 1898 reached a high number of subscribers.

From 1927, Ullstein also published Die Grüne Post weekly newspaper under chief editor Ehm Welk.

The number of authors working for Ullstein also included Vicki Baum, Thea von Harbou, and Franz Blei.

[5][6] In 1937, Ullstein Verlag was renamed Deutscher Verlag,[7] affiliated with the Franz Eher Nachfolger publishing house of the Nazi Party and editing the Deutsche Allgemeine Zeitung, as well as Das Reich and the Signal magazine from 1940 until the end of World War II.