It is all about the details! ReBoot’s workshop „Assessing the Damage“ identified winning and losing experiences in the international book business under the pandemic.

The season’s first workshop in the “ReBoot: Books, Business and Reading” on 25 Feb 2021 took off with promises of a wild ride between some countries and segments where the book trade significantly expanded, driven by an increase in reading, while other markets and segments of the industry had to confront loss and swings in consumer habits.

Print book sales in Germany, Austria and Swiss 2011 to 2020 (data by MediaControl, analysis Ruediger Wischenbart.

Print book sales in Germany, Austria and Switzerland 2011 to 2020 (data by MediaControl, analysis Ruediger Wischenbart Content and Consulting).

In Sweden, publishers recorded gains in revenue of 8.7% in 2020 – and a stunning surge of +21.5% in (mostly digital) units. For the first time digital overtook physical sales, and most of digital turnover was earned through audiobook subscriptions.

The USA saw 9% more copies shipped, while revenues stayed flat with +0.8%. The real drama however required to go into the details, as online sales surged by +43% in 2020, bringing print books up +8.2% in revenue, and ebooks +12.6%, while physical bookstores, drowned by -28.3%.

Germany (-2.3% in book revenue) and France (-4.5%), the two usually boringly robust European markets saw each an up and down along the Covdid-19 year, shaped by lookdowns and closures of bookstores, followed by bold interim recoveries, praised as proof for the resilience of the book sector. But again, a deep rift opened, setting apart the overall market performance from a much more challenged brick and mortar retail sector, where turnover dropped by -8.7% and unit sales even by -12%.

In Poland, unit sales were remarkably robust, but returns fell off quickly, as heavy discounting led to price wars. E-commerce moved mainstream even in countries with a particularly low digital penetration, like Greece.

Overall, the ReBoot workshop provided data and analysis on some 20 different territories all over Europe and the Americas, covering namely Argentina, Austria, Brazil, China, Finland, France, Germany, Greece, Portugal, Sweden, Norway, Turkey, UK, US, and by industry segment fiction and nonfiction, as compared to children and young adult, as well as by formats and sales channels – notably print, ebooks, audiobooks, e-commerce, and subscriptions, as well as digital library lending.

In many countries publishers found themselves in a stronger position than retailers. Pandemic sales hit hardest the big chain bookstores, while giving some advantages to small independents and, of course, online (or omni channel) shops. Digital library loans soared. Backlist titles gained ground, while front-list – put aside a few blockbusters – saw their share in decline. And in many parts of the industry, new alliances and new fields for experimentation opened.

We are grateful to all participants, and in particular to those sharing their insights and learnings, including Andrew Albanese (US), Johanna Brinton (UK), Carlo Carrenho (BR/SE), Giacomo D’Angelo (IT), Sonia Draga (PL), Michalis Kalamaras (GR), Thad McIlroy (US), Gerson Ramos (BR), Enrico Turrin (BE/EU), and Burcu Ürsin (TR).

A complete video recording of the session, and presentations with rich data and detail, will be made available to all registered ReBoot members in the ReBoot Box.

Register now at to get your pass offering access to the Box and to the next Reboot events on April 21st and June 15.

We thank our sponsors Media Control and the Austrian Ministry of Culture for their crucial support.

Launching ReBoot 2021: The Repair Shop. Assessing the damage and fixing it!

ReBoot 2021: The Repair Shop. Assessing the damage, and fixing it.

After a widely received first season in fall 2020, with four Preparations Workshops and a 6-hour state of the industry debate on October 13 – attended by 200 experienced industry leaders from 28 countries in a unique mix of heads of worldwide corporations and small local innovators –, it is time to move on.

In the first half year of 2021, ReBoot proposes a systematic assessment of the damage, based on a rich survey of multiple data sources and intertwined with a structured set of workshops, with the goal of comparing lessons, experiences, and proposed solutions.

ReBoot will focus on how authors, publishers, suppliers, and retailers:

  • Operate in highly dynamic markets, defined by changing consumer habits and mounting competition for consumers’ attention and budgets;
  • Manage seamlessly multiple formats, business and distribution models, while new entrants from other media industries approach the same audiences;
  • Learn to directly target consumers, build sustainable communities around more granular audiences, and attract the best creative talent for books and readers.

The Repair workshop calendar foresees three units of 2-4 hours in the first half year of 2021:

  • 25 FEB 2021: Assessing the damage, and identifying the key lessons for looking forward;
  • 21 APR 2021: How to fix what is broken, and who can offer the best tools for that aim;
  • 15 JUN 2021: Navigating to new islands and sailing with the winds of change.

You can subscribe to all three ReBoot units plus get permanent access to the ReBoot Box, which contains rich and relevant documentation plus video recordings of all sessions, at a flat rate of € 149, or buy tickets for each unit separately at € 99.

We invite sponsors and partners to engage with ReBoot on a continuous basis, with customized cooperation packages starting at € 5,000 for 1HY2021.

Find out about all details, and register right away at

Follow us for updates on Twitter at @rebootbooks

You can recap ReBoot in fall 2020 in 3 blogposts:

  • Workshops 01 and 02 (on consumer habits and on hybrid publishing here)
  • Workshops 03 and 04 (on supply chain and on bookselling here)
  • ReBoot: The Conference here.

For book fairs, 2020 was (not is) a watershed moment. On Reed Exhibitions pulling the plug at BookExpo, and related news. About the current re-writing of the publishing play book.

At BookExpo in May 2018, a CEO roundtable with, from left, the Association of American Publishers’ Maria A. Pallante, Macmillan’s John Sargent, Simon & Schuster’s Carolyn Reidy, and Penguin Random House’s Markus Dohle. Photo by Porter Anderson, Publishing Perspectives, used by permission

At BookExpo 2018, a publishing “CEO  roundtable” hosted by the Association of American Publishers‘ Maria A. Pallante, had 3 heads of New York Big Five publishing corporations debating the future of the industry. I don’t recall details, but am certain that all three speakers were upbeat.

Two years and a bit later, Carolyn Reidy of Simon and Schuster has passed away, John Sargent has quit Macmillan and Holtzbrinck, and only Markus Dohle is still in his position as CEO of Penguin Random House, and announced just a week ago that his group would pick up Simon and Schuster. Another major American trade and educational publisher, Houghton Mifflin Harcourt stands for sale.

And now, BookExpo, together with its consumer sibling BookCon, the by far largest industry gathering in the US, and the States’ only public platform for welcoming international publishers and other vendors of the book business, has been “retired“, as the press release of Reed Exhibition, the parent company, camouflaged their decision of pulling the plug. (See the summary in Publishing Perspectives)

My personal book fair calender for 2020 saw me packing for London in April, and shortly thereafter for Riyadh, Saudi Arabia. I was considering Leipzig, and would have observed closely Bologna and Paris from afar. Already, I did not plan to attend BookExpo in New York in late May, as I couldn’t anticipate any business for me at the event. Beijing in late August was still undecided. In fall, I obviously planned for Frankfurt, and then Ljubljana in November. I was considering Guadalajara, as my interest in Latin America had seriously increased lately, while working for Cerlalc, the UNESCO partnering organization based in Bogota, Colombia.

None of these events would have any physical presence or attendees, it turned out.

Instead, together with a few friends like Carlo Carrenho and Klaus-Peter Stegen, we decided as early as late April to launch our own, purely digital conference format, ReBoot: Books, Business and Reading, which eventually took place with 4 workshops in September and a 6 hour marathon series of industry debates on October 13, 2020, which normally would have been Frankfurt’s opening day.

I summarize these details not out of nostalgia, nor anticipating any “return to normal” in 2021. Yet I am an optimist. I am confident that the vaccine will have a – hopefully broad, and not limited to the rich countries and mega cities only – impact on our lives and businesses.

I am fairly confident that the book business overall will cope, and adapt – which is synonymous to ‘deeply transform‘ – in the course of the pandemic. But I am also convinced that the same may not necessarily apply to book fairs. At least those in North America and in large parts of Europe, plus Japan. For all the rest of the world, this is a different story, which I’ll address another time.

There surely will be industry gatherings in the future, with actual visitors, with some kind of exhibits, and certainly with receptions and parties, probably as soon as in early summer or fall of next year. But I would wish to be a fly on the wall when a sales representative of Frankfurt or London will call up the person in charge for marketing budgets at Penguin Random House, Macmillan, HarperCollins – or, very similarly, at Planeta, Bonnier, or German Bastei Lübbe in spring 2021, in the ambition to sell some significant booth space. ‘Best of luck‘, as those hard nosed sales reps would say.

All the big, and many medium sized companies have their finance people right now spending hours and days in home offices and zoom calls to figure out how to slash office space and rent, shift resources into a more de-centralized model of organization, invest – hopefully – heavily in streamlining their workflow and otimize their processes (ERP companies, but also Salesforce/Slack and other will further expand), AND they will be, at the front end of their operations, all about  ‘the consumer‘.

“D2C” – Direct-to-Consumer will be the magic formular for 2021, I am sure.

These moves will fairly quickly result in shifts in companies’ internal power balances, hopefully by just even more strongly separating what, on a day-to-day basis, editorial does, and what the ‘back office‘ does with what editorial is proposing to them – or in return, by drastically re-framing the set-up in which editorial is supposed to do their work.

That swing does not necessarily clip the aisles of good editors in theit creativity. But it may rewrite the overall playbook of book publishing.

To give just one example: Anything more ‘niche‘ may be handed over to some ‘special arms‘ of the organization, or be delegated into new (or already existing) ‘author platforms‘ – as in publisher + Wattpad cooperation deals.

In less fortunate organizations, which will be around too, it will be a new regime that hardly breathes that old air of sniffing out that new genial literary hero who might be a winner of some award half a writing life later.

These are, of course, just a few guesses. But for traditinal book fairs, they carry a few clear lessons. First of all, there is little reason for publishers to spend a fortune on renting huge booth space, add more money for flashy cusomized stand constructions, and send over hald the company staff for a week.

Fairs will be closer to festivals on the one hand, and on the other hand to the more operational, small-table plus hotel-bar-and-dinner-separée type of the rights business. In addition, the ‘industry talks‘ will be hybrid at best, and much debate will be within closed settings– e.g. behind corporate community walls, rather than public.

For the ever more pressing opening up, embracing new ideas, interact with an ever growing number of new comeptition from new entrants and start-ups, this may become a huge problem. For letting in new company talent, the result may be a desaster, really endangering a necessary renewal of the professional book communities.

But, as an optimist, I see all these ‘problems’ mainly as bringing some transformative strains that we all have seen coming already before the virus struck, didn’t we?

With regard to BookExpo, Michael Cader now wrote in his Publishers’ Lunch: “The show itself had diminished for years.” So let’s move on, and make the best of it.

PS: David Unger, of Guadalajara FIL, commented in the Facebook group Publishing without borders: “Rudiger: for many years BEA was running itself into circles and into the ground. It had no identity and changed its focus and format sometimes twice a year. It cannot be compared to other international book fairs that have very clearly defined roles and focuses. I know you agree with me.”

This allowed me to specify, how I would differentiate between 3 types of international book fairs:

 Full agreement on part 1, BEA. Not so sure on part 2, which I would split into a) Frankfurt, London, Bologna, b) Beijing, Sharjah, Guadalajara, Madrid/Barcelona, perhaps Italy Paris, Göteborg and c) the many ‘other’
To a) frankly I see no way back to the old ‘charging high price booth space’ business model for any of that top tier group. No way.
To b) These are different, as hubs for specific, commercially relevant regional markets, plus their price tag is much smaller, due to local subsidies, subsidies to national collective stand models and much more affordable booth spending anyway, so they make more sense perhaps, economically,
To c) an entirely different kind of beasts, either as national show cases of local industries (my domestic Austria being such, or focused on selling books! (All across the Middle East), etc.
So we have a LOT to figure out, I guess.


Is Simon marrying Hans? Or is Jack-of-all-trades settling simply for a good craddle? On Penguin Random House acquiring Simon and Schuster.

First and foremost, I have no clue what regulators will say about the purchase. This is not my turf. But I have a couple of observations on the underlying stories in the move of German Bertelsmann group, parent of Penguin Random House, picking up the 1924 founded book publishing jewel, Simon and Schuster, for $2.175 bn.

In terms of turnover, Simon and Schuster is relevant for Penguin Random House (PRH), but certainly not a game changer.  But the relevance lies underneath that surface perhaps.

PRH  €          3.371  $          3.782
Simon  €             726  $             814
Combined  €          4.097  $          4.596
Source: Global 50 World Publishing Ranking 2020
(Data from company reports)

#1 An ironic tale

All the sales reports and revenue banked from John Bolton‘s “The Room Where It Happened“, Bob Woodward‘s ” Rage“, and Mary L. Trump‘s “Too Much and Never Enough” will be consolidated, together with earnings from Barack Obama‘s “A Promised Land” in 1745 Broadway, New York City, and then reported to Gütersloh (around 100,000 inhabitants), North Rhine-Westphalia, South-West of Teutoburg Forest, Germany, home of Bertelsmann.

Speaking symbolics, we may see here a reflection on the loss of American supremacy in the globalized cultural footprint.

This does not mean, of course, that some obscure people from German backwaters would direct what is fit to be printed in New York City, certainly not. Even without Simon and Schuster, German PRH revenue accounts for a mere 7% of PRH global, and editorial decisions are made in New York, not Gütersloh, already for many years. But no US power game may have an upper hand under such an umbrella, when already in 2020, well before the deal, any efforts failed in challenging Simon and Schuster’s controversial books on American politics.

So, ‘Simon’ is adopted by ‘Hans’ in a way, rather than married, but Hans and Simon have each a colorful, adult persona already, besides Hans’ clear German roots.

Much more relevant is the second point.

#2 A global strategic bet

Since German Bertelsmann acquired Random House, for $1.8bn in 1998 – back then, as much as today, the world’s largest consumer book publisher, and a strategic expansion that signaled “globalization” to the cozy, national emporiums of books and reading -, a lot of mergers and acquisitions and restructurings took place in the global book business. But the odd riddle of what is the path to success remains unsolved:

Is that consolidation about scale – having more books, more authors, more markets under one company’s clout – or is it about scope – controlling books plus movies plus games plus whatever other form or format for the best exploitation of (‘authors’, or ‘creators’) intelectual property?

Not long ago, the French media empire of Vivendi acquired the country’s second largest book publisher, Editis, in the clear ambition of reading these books first hand, for subsequent cross-media exploitation. Author platforms, from Chinese Tencent Literature to Canadian/global Wattpad launched ‘Studio’ divisions to do just this, turning stories into other formats. Netflix has developed multiple axes to lure (often book) authors to turn stories into TV formats.

Bertelsmann is clearly a multimedia behemoth, with a turnover of over 18 bnEUR coming from TV, books, magazines, music, education, services and print.

But PRH, under its current CEO Markus Dohle, has a 100 percent focus on – books. Fullstop. “A very happy Dohle told PW today was a ‘good day for books, book publishing, and reading.‘” (Publishers Weekly today)

Of course, Dohle includes under ‘books’ any format, print, ebook, audiobook, and distribution model (even as in the latter, he is more restrictive, when it comes to any all-in or digital lending offerings).

But strategically, not just in the actual acquisition of Simon and Schuster, but in a more long term view on consumers, Dohle’s is a bold bet.

Frankly, I like Dohle’s clear and bold stance (against my personal cross-media intuitions) – which is, by the way, mirrored by others throughout the industry internationally, which, by the way, is really under-reported.

Dohle argues that a book is a book and addresses a reader who is a reader (a clear cut target audience to adress – as opposed to any fluid other things). And, to give one example, by initiating right now a big initiative towards Latino reading audiences, in Spanish, Dohle turns this into a very inclusive – and not just exclusive white middle urban class strategy -, which is great!

I am more cautious though, and even deeply worried, how that bold stance of the global book market leader PRH can be translated into a viable formula, all the way down, to the lower levels in the global book and reading ecosystem. We need the many small and mid-sized independent ventures and platforms, beneath the corporations, and in the many small markets and the thematic niches, in order to maintain the diversity in what books – in whatever format – can offer to readers.

So perhaps the book as a “Jack of all trades” format, which can incorporate any story and any piece of knowledge to any audience anywhere, oddly needs at first a good craddle, to develop its many talents, and thereupon go beyond?

At this point, I have no ready made answer, but encourage thinking, and input, and initiatives on that fragile bottom of our industry.

For more details about Penguin Random House, Simon and Schuster and the onging consolidation in global publishing, see the Global 50 World Ranking, a 260+ page report with facts, figures, 50 extensive company profiles and analysis, for free download at – and subscribe to our newsletter to be updated on new research.


Bertelsmann Annual Report 2019
Germany Other Countries Total Operating EBITDA EBITDA in % of revenue Turnover in % of total divisional
RTL 2138 4513 6651 1439 22% 36%
PRH 265 3371 3636 561 15% 20%
Gruner+Jahr 913 442 1355 157 12% 7%
BMG 46 554 600 138 23% 3%
Arvato 1697 2478 4175 549 13% 23%
Printing Group 948 620 1568 68 4% 9%
Education 2 331 333 84 25% 2%
Investments 0 13 13 -1 -8% 0%
Total divisional results 6009 12322 18331 2995 16% 100%
Control 6009 12322 18331 2995 16%
% of German vs int’l 33% 67%
PRH Germany in PRH 7%
PRH + Simon (converted 2019 turnover)  €          4.097

Source: Excerpt from Bertelsmann Annual Report, 2020, analysis by RWCC for this article.

Post-pandemic strategies? Fix the supply chain of books!

Two seemingly separate pieces of news came in this morning: The International Pulishers Association released a survey on “Covid-19’s impact on global publishing“, based on a broad roundcall among their members worldwide. And perhaps surprisingly to many observers, the first challenge that the IPA study adressed was NOT bookshop closures due to lockdown – but an article on how “Supply Chain Disruption Leads to Ecosystem Stress“!

Books in a box with a flowerpot ready for delivery

Books in a box with a flowerpot ready for delivery (Photo: Ruediger Wischenbart)

Incidentally, German trade media like Börsenblatt and buchreport reported yesterday that one of the leading scientific publishers, Springer Nature, ditches their German logistics partner KNV Zeitfracht, and switches across the border to the Dutch “Centraal Boekhuis” (CB),  a collaborative initiative owned by some 800 Dutch publishing stakeholders, with a history going back 150 years, and active in both the book and – since a few years – in the health sector.

The IPA report summarized: “Publishers operate in a complex ecosystem with
printers, logistics providers, distributors, and retailers, meaning the supply-chain effects of COVID-19 control measures caused significant supply disruption.

KNV Zeitfracht had indeed drawn criticism recently for underperforming in the strained times of Covid-19 challenges.

But there is a much deeper, and more fundamental underlying issue which gained wider visibility only now.

Under pandemic conditions, with consumers migrating to online and digital purchases, especially smaller independent bookstores suddenly had to rely dramatically on their online capacities for their survival. But many discovered not just limitations in their own digital setup. The challenges were multiple:

  • Ordering books from wholesalers became fragile;
  • Catalogues of titles available for ordering by their clients had many blind spots;
  • Delayed delivery to the costumers required apologies;
  • Wholesalers like KNV in Germany suddenly announced plans to cut down on their traditional service of daily delivery, to just bringing orders to stores only twice a week.

To give just one example from my own customer experience: When I ordered, as a gift to the daughter of friends, a hardcover copy of the English original of the new Stephenie Meyer book “Midnight Sun” – certainly not an exotic title -, the online order was confirmed by my favorite indie bookstore with a note of caution that they couldn’t give me a precise date for delivery, due to supply chain issues.

In return, for a publishing giant like Springer Nature, their market and customer base are global. The Dutch Centraal Boekhuis, Springer Nature said, will take care of all their distribution worldwide. National services alone are simply not good enough anymore.

All these highlighted shortcomings are not only an involontary PR campaign to the advantage of, wich hosts a multilingual, ever expanding catalog of available titles, ready to be served to consumers around the world.

It much more highlights the fault lines of what will shake up the foundations of the book business, in getting their post-pandemic strategies right.

Music or books? Both! Spotify goes audiobooks

Things tend to change quickly these days. In August, publishers across Sweden had a new, transformative customer knocking at their doors – Amazon.

The only surprise was, why that had happened not much earlier. For many years, Amazon had been expected to go into the Swedish online retail market with a dedicated Swedish website, which by now is live.

A few months later, another new entrant is calling, an originally Swedish, now global service for music and podcasts. “Spotify has entered the book industry’s battle for audiobook listeners”, in the word’s of the leading local publishing trade magazine, SVB.

The Spotify announcement is probably as big as the earlier news from Amazon, and not just for Sweden. In these times of profound transformation of everything throughout our societies, the Spotify – audiobook move means simply that an outsider is coming in the ambition to re-invent the one segment where the traditional book business has been growing in recent years, audiobooks.

And Sweden is a very particular market in that regard. It has been pioneering ebooks and audiobooks early on, by making these things different than in other countries. Ebooks were initially an almost exclusive service from libraries. You did not buy an ebook in Sweden, but rented it from your local library.

This opened the path for subscriptions. You don’t need to own that new crime novel, or classic, or educational title. Accessing it, for a modest monthly fee, was good enough.

While in other parts of the world, book people insisted religiously that subscriptions would never work with readers, the Swedish start-up Storytel created  – and in the meantime expanded internatonally – just this, a thriving subscription service for et first ebooks, and then audiobooks. Storyel was one powerful driver, and innovator in the good old book trade.

But the upside-down does not stop there. Spotify, the music company, promises to re-invent the very format of books that you can listen to: “‘We talk about trying to develop the story in different ways, and are quite unlimited in the idea of what it could be’, says Johan Seidefors, Nordic content manager at Spotify, when he is asked if Spotify makes audio books”, SVB reports today, and Seidefors adds that Spotify “will work to make room for new formats.” There you go publishers.

Of course this will bring up many tricky questions, starting with how authors’ compensation will be handled by Spotify, which is challenged regularly for their royalty model from those musicians who are not topping the charts.

And we can, from our own research, clearly predict also that marketing digital works, be they ebooks or, even more so, audiobooks, and again notably those consumed through a streaming or subscription function hugely differently from traditional books. See numbers and charts in our two brand new Digital Consumer Book Barometer studies on German language countries (Germany, Austria, Switzerland), and on Brazil.

We will keep monitoring these developments – so stay tuned, and subscribe to our newsletter, and follow us on Twitter @wischenbart and @rebootbooks .

A digital transformation in fast forward! How Covid-19 and resulting shifts in book consumption re-shaped book audiences in Brazil and in Germany in surprisingly similar ways.

When around 60% of Brazilians found themselves trapped in isolation for well over a month in March and April of 2020, the result was a significant and lasting raise in digital book consumption, which was especially strong for specific genre categories like fiction, nonfiction (which included educational) as well as children and young adult reading. Other traditionally more relevant genres for ebooks, such as romance or fantasy, had a more modest increase. And most importantly, the raise in digital reading continued once the restrictions had ended.

We witness an astoundingly similar set of transformations in reading habits in both Brazil and Germany, two otherwise deeply different environments for cultural practices, after conducting two studies together with the Brazilian and German teams of digital distributor and aggregator Bookwire. Surprisingly, the clearly different economic and educational differences between the two countries seem less pervasive than the impact of the crisis as an accelerator in an already ongoing digital transformation. (Find free download links at the end of this article)

Marcelo Gioia, Managing Director Brazil, also sees this boost, which has developed into a constantly growing demand, as confirmed by the past few months: “Within a very short time, publishers reacted in March 2020, when the pandemic reached Brazil, with discount campaigns or free products in order to quickly bring variety into the home of the reader with e-books in a lockdown. And it was worth it, because since then volume of sold units in these areas has grown immensely, we are seeing unprecedented growth. What would otherwise have taken two years, this year took just two months“.

Large growth potential for e-books – especially for non-fiction & children’s books

154 % increase in revenues for non-fiction and even 227 % increase for children’s and youth literature, especially during the lockdown period, brought both genres a new level of sold units and turnover from that point on. Supported by strategically planned marketing and/or influencer campaigns, publishers took advantage of the high demand to draw attention to their expertise and catalogue on a permanent basis.

The figures for the fictional categories of romance, crime, thriller or sci-fi, on the other hand, showed the same developments as before the pandemic.

New readers won – and kept

The most lasting effect of the growth during the strict isolation in March and April could be observed in the evaluation of the data until August – because although the growth figures naturally decreased due to further recreational activities that could be offered again, revenues continue to rise – as does the number of readers of digital publications.

For the publishing houses, this means that, in addition to higher volume of sold units, they also achieve significantly higher revenues. Here, too, it is above all the revenues of non-fiction books that have grown the most.

The practical learnings from the analysis will allow publishers, distributors and authors to re-orient their marketing and their distribution strategies, and narrow cast promotion for specific digital titles to specific consumer audiences.

The Covid-19 special report on Brazil builds on the “Digital Consumer Book Barometer” series developed by Wischenbart’s Content and Consulting team in a broad collaborative effort with leading international digital aggregators, notably Bookwire, with whom already in summer, a “Covid-Special” Germany, Austria and Switzerland had been released. Both reports build on real aggregated sales data provided by Bookwire for both Brazil and for the German language markets.

Download the Digital Barometer Covid19 German language markets here, and Brazil here.

All the previous reports in the Digital Consumer Book Barometers series can be downloaded for free from the websites of Bookwire and from, a platform dedicated to data driven analysis of international ebook and digital audiobook markets.

ReBoot: Books, Business and Reading: A Research effort & virtual conference on post-pandemic publishing.

Virtual Conference on 13 October 2020
Preparations Tracks in September
The key market lessons we learn for 2021

A fact-finding process virtual conference on rebooting writing, reading and publishing in the post-pandemic world, proposed by Carlo Carrenho, Klaus-Peter Stegen and Rüdiger Wischenbart together with Premium Partner Publishers Weekly.

The virtual conference ReBoot Books, Business and Reading 2020, scheduled for Tuesday, October 13, 2020, will bring together key actors and thought leaders from both large as well as small independent publishing and bookselling organizations, infrastructure providers and innovators to assess the status of the international industry, and share perspectives & strategies for a ‘re-boot’.

The debates will build on a thorough fact-finding process in the Preparations Tracks (mid-August to mid-October 2020), with a rich body of data and case studies on recent market developments and strategic lessons as input for 4 thematic workshops.

Start your participation in the ReBoot process by downloading the detailed brochure below this article and filling out our online research questionnaire

ReBoot singles out 4 thematic pillars where the publishing world will be largely transformed from the immediate impact and subsequent fallout of the Covid-19 crisis.
• Consumers: Keeping eyes and ears on books.
• Publishers: Running virtual operations;
• Suppliers: Building hybrid & cross-media fulfillment process;
• Bookselling: Bringing books to consumers;

Each pillar will be explored in the Preparations Tracks in a ca. 2-hour online workshop, on Sept. 17, 18, 24 & 25.

Registration to ReBoot will allow participation in the Preparations Tracks, the workshops and the online ReBoot conference pus access to the documentation for a flat fee of 149 euros.

Sharing your insights through the online questionnaire is open to all interested book professionals.

Sponsors are invited to actively participate with a contribution of 5,000 euros from the beginning of the ReBoot process with the Preparations Tracks all the way to the conference proper, bringing their respective value propositions directly to the attention of participants.

For all details about the ReBoot agenda / registration / the research questionnaire / sponsorship opportunities, go to – updates at @rebootbooks

NEW: The Virus and the Books  A Special from the Digital Consumer Books Barometer!

How did the Covid-19 sanitary crisis and the resulting lockdown impact on the ebooks and audiobooks consumption? Measuring transformative change, and lessons to learn for marketing digital consumer books:

  • Flat subsription models on the rise;
  • Ebooks successful beyond genre fiction;
  • Smart and highly targeted PR and marketing effective in gaining new consumer groups.

Free download from – a Bookwire Insights report!

More on digital sales analysis in the  Digital Consumer Book Barometer is a deep dive into today’s ebook and digital audio sales in Canada, Germany, Italy, the Netherlands, Spain and English Imports:

  • 3 years of sales data history;
  • Sales by price segment and country comparisons;
  • Comparisons by units and revenue;
  • Lifecycle of top selling titles;
  • Sales by genre.

Barometer for free download at

Sponsored by


Wofür Greta steht. Und weshalb die Bewältigung der Klimakrise nur über eine umfassende Modernisierung greifen kann.

English here.

Für die Atlantik Überquerung wählte der deutsche Skipper Boris Herrmann eine südliche Route nach Amerika, damit ihnen nicht die ganze Zeit der Wind ins Gesicht bläst. Es reicht wohl vorläufig, wenn von Achtern gnadenlos der mediale und soziale Shitstorm hinterher donnert. Es ist allerdings noch nicht ausgemacht, ob es den Seglern vielleicht doch gelingen mag, am Ende eine Art virtuellen Spinnaker zu setzen, um darüber noch mehr Fahrt in Richtung New York aufzunehmen. Aber zu solchen Finessen der Segelkunst kommen wir erst später.

  1. Protest und Pappkartons

Der eine Beweggrund, weshalb die Klima-Aktivistin Greta Thunberg so sehr ein Ärgernis ist, und Empörung auslöst, von weit rechts bis weit links, wie auch in der Mitte, ist einigermaßen banal darstellbar.

Wenn Kids mit Pappkarton Schildern eine soziale Bewegung von internationalen Dimensionen auslösen, dann orten die Lordsiegelbewahrer der bestehenden Ordnungsstrukturen akuten Kontrollverlust. Zu Recht. Wenn diese Kids dann auch noch ein ewiges Durchhänger-Thema wie die „Klimakrise“ („Wir brauchen jetzt noch eine Konferenz!“) völlig respektfrei ‚re-framen‘, also vereinnahmen und zu einem Weltthema machen, dann fühlen sich die wohl etablierten Zwischenrufer der letzten 30 Jahre, von links bis rechts, plötzlich ihres symbolischen Kapitals beraubt. Wiederum zu Recht. („Der Kaiser ist nackt. Er hat keine Kleider an.“)

Aber dies erklärt nur die halbe Empörung all jener, die neuerdings immer den vollen Namen buchstabieren, also Greta Thunberg sagen, und nicht einfach Greta, um dann noch irgendwelche psychiatrische Diagnosen hinterher zu schleudern.

Die Überfahrt Gretas nach Amerika hat aber noch eine viel härtere Symbol-Komponente, und jetzt erst kommt das Boot ins Spiel.

Die „Malizia“, von ihren Eignern übersetzt als „the Cunning One“, gebaut 2015, ist nicht irgendein von Windkraft angetriebener Kahn. Dieses Boot ist eine High-Tech Ikone. Von den Verbundmaterialien des Rumpfs, damit dieser den Ozeanen und Strömungen standhält, egal wann und bei welcher Witterung, über die Solaranlage für die autonome Energieversorgung bis zur Elektronik, die von Navigation bis – das unterstelle ich mal – zu jedem Setzen eines Segels jedes Detail perfekt abstimmt.

Das Boot ist bescheidene 18,28 Meter lang, doch ragt der Mast mit 29 Metern um mehr als die Hälfte höher gegen den Himmel. Bei durchschnittlichem Wind werden zwischen 240 und 330 Quadratmeter Segel gesetzt. Bei Wind von Achtern (von hinten) zwischen 460 und 620 Quadratmetern. Um das deutlich zu machen frage ich Sie, liebe Leserin, lieber Leser rundheraus: Wie groß ist Ihre Wohnung?

Diese Kombination von technischen Merkmalen erlaubt es der Yacht Malizia, selbst den sie antreibenden Wind zu überholen. Weht dieser mit 22 Knoten, flitzt das Book mit 25 Sachen vorne weg.

Für die Symbolik von Gretas Reise haben diese bislang wenig beachteten Elemente nämlich ungeheure provokative Sprengkraft.

  1. Modernisierung, nicht Retro!

Die Wende in der Klimakrise wird nämlich keine Retro-Aktion sein (Motto „Wir müssen verzichten!“), wenn sie denn gelingen soll. Vielmehr braucht es mit aller Dringlichkeit eine Modernisierung der Gesellschaften, welche jene aus dem Zeitalter der Eisenbahnen im 19. Jahrhundert und die jüngste, noch gar nicht verdaute der Digitalisierung seit dem späten 20. Jahrhundert verblassen lässt.

Das Motto für die Konfrontation mit der Klimakrise lautet vielmehr: Wir müssen sehr vieles anders machen! Nicht überall gleich, weil das nicht funktioniert. Nicht überall gleichzeitig, weil unterschiedliche Regionen ganz andere Herausforderungen haben. Schon gar nicht sollten wir uns diese Modernisierung als einen blinkenden Ingenieurstraum vorstellen, in dem Bill Gates, Mark Zuckerberg und ein paar Super-Politiker uns raushauen wie in einem Marvel Comics. Aber Technologie wird eine zentrale Rolle spielen. So wie beim Bau bahnbrechender Segelschiffe seit Jahrtausenden.

Und es ist auch stimmig, dass die schulstreikenden, von Greta inspirierten Kids eine soziale (und keine technische oder intellektuell getriebene) Bewegung gestartet haben. Denn im Sozialen liegt die Kraft, um derlei in Bewegung zu bringen und zu gestalten.

Wenn es nun ans konkrete Detail geht, dann betrachte ich weniger die große globale Ökonomiem, oder die Technik, sondern den schmalen, mir besser vertrauten Zwickel von Buch und Verlagen. Das erlaubt mehr Schärfe in den Betrachtungen.

Auch wenn es hier um die große Zukunftsfrage nach Nachhaltigkeit geht, gab es in den vergangenen Monaten eher weniger hilfreiche Beiträge aus dem Buch-Bereich. Gestritten wurde etwa, ob neue Bücher auch künftig in Plastikfolie eingeschweißt werden sollten. „Das Ringen der Branche mit der Einschweißfolie“, lautete die dramatische Überschrift im Branchenmagazin „buchreport“. ( Und im Börsenblatt des Deutschen Buchhandels stritten der Kritiker Rainer Moritz und der Buchhändler Thomas Mahr, ob es zu viele Naturbücher gibt, oder ohnedies alles knorcke sei.

Bei allem Respekt für die Wohl-Meinenden in Sachen Literatur: So wird das wohl eher nix mit einer angemessenen Antwort der Buchbranche auf Greta und die Kids mit ihren Papp-Schildern vor den Schulen, und mit Blick auf die Zukunft der von der Klimakrise bedrohten Welt.

Fündig werde ich indessen bei Kelvin Smith, dem ehemaligen Direktor des Centre for Publishing an der englischen Oxford Brookes University. In einem dicht mit Querverweisen gespickten Blog Beitrag stellte er – das ist so seine Art – recht systematisch entscheidende Schritte entlang der gesamten Wertschöpfungskette des Buch-Betriebs auf den Prüfstand, in seinem Abschnitt „Some questions“.

Muss Publishing immer höhere Raten an Neuerscheinungen hervorbringen? Geht es tatsächlich primär um ‚mass consumption‘? Oder wäre vielleicht ein ausgewogenes Verhältnis zwischen Neuerscheinungen (und ‚Markt‘) sowie andererseits Bestandstiteln (‚Bibliotheken‘) vorstellbar? Gibt es andere Geschäftsmodelle? Wie steht es um Lese-Kompetenz in der gegenwärtigen Gesellschaft, mit Blick auf Immigration? Was können Verlage und Bibliotheken hier leisten? Ist das bestehende protektive Urheberrecht wirklich das einzig akzeptable Modell, oder könnte es auch einen sinnvollen Mix mit ‚Commons‘ Modellen geben? Genau, es geht um konkrete Dinge, hier und jetzt, in der Nähe, aber dann ebenso im grundsätzlichen Gesellschaftsentwurf, als Prüfstand für Politiker und Parteien, die gewählt werden wollen. Klein-klein und groß-groß liegen eng beieinander – und werden darüber auch überprüfbar!

Ich habe im deutschen Sprachraum noch keine ähnlichen Überlegungen gefunden! (Kelvin Smith‘ Blog ist auf )

  1. Greta. Sailing.

Wenn Greta im Segelboot zur UN Konferenz nach New York fährt, ist das keine Retro Geste, ganz im Gegenteil. Es gibt weit entwickelte Konzepte, große Container Schiffer mit zugeschalteter Windkraft über die Weltmeere zu bringen.

Wiederum in meinem kleinen eigenen professionellen Bereich verstehe ich nicht, warum Leute Tage und Kosten vergeuden, mit Bahn und Flugzeug durch die Lande zu kurven, wenn eine ordentlich eingerichtete Video-Conferencing Anlage bei zahllosen Routine-Meetings dieselbe Kommunikationsqualität leisten kann, ohne die Kosten, jedoch vorausgesetzt, dass jemand anfangs alles einrichtet, auf die Mikrofone verweist, die Kamera und die Bildschirme umsichtig ausrichtet, und die Session so moderiert, dass alle an Bord sind. Zauberwerk! Und schon sind Tonnen von CO2 gespart, vorausgesetzt dass alle vor den diversen Bildschirmen auch ordentlich Wasser, Kaffee oder Tee bekommen!

Greta hat indessen noch den halben Atlantik vor sich auf ihrem eher engen Boot. Aber bis zum Einlaufen in New York könnte noch ordentlich Drive ihr Vorsegel aufblähen. Denn das Ereignis ihrer Ankunft in Amerika könnte monumentale Wirkungsmacht entfalten.

Die gesellschaftlich gespaltenen USA sind gerade wieder hoch sensibel, wenn es um symbolisch aufgeladene Bedeutungserzeugnisse geht. Ein Jahrzehnt von Super-Helden Verfilmungen haben das Publikum ebenso geprägt wie die Suche nach Orientierung mit Blick auf eine Zerreißprobe bei den Präsidentschaftswahlen im kommenden Jahr, im November 2020.

Zeitgerecht zum gerade anlaufenden Vorwahlkampf wird Greta in New York einsegeln. Der neue Star des liberalen politischen Amerika, Alexandria Ocasio-Cortez, hat Greta unlängst zu einem Mediengespräch getroffen, und ihr versprochen: „If you land in New York, we will give you a Queens’ welcome!“

Ein fulminantes „Welcome“ kann New York City allemal in Szene setzen, mit Feuerwerk über der Freiheitsstatue und großem Corso!

Ein erfolgreicher Kampf zur Überwindung der Klimakrise wird ein moderner sein – oder eine klägliche Katastrophe. Gretas Reise nach New York steckt da ein erstes Wegstück der Strecke ab.

@GretaThunberg #Greta #Modernisierung #Klimakrise

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