Five women want to change the publishing industry. And they want to do so with their own publishing house &Töchter. Our author Ayla Amschlinger met the publishers as part of a Hero Story for XPLR: MEDIA. The conversation about digital literary mediation and the future of books was captured with analog photography - and thus forms a contrast to the digital concept of the modern publishing house.
The publishing industry is highly competitive. This has not deterred the five friends Laura Nerbel, Lydia Hilebrand, Jessica Taso, Sarah Zechel and Elena Straßl. Since 2019, Munich has one more independent publisher. With &Töchter, the book scholars realized their study dream:
With these offerings, &Töchter is entering a market in which it is becoming increasingly difficult to reach readers. Consumer habits have changed fundamentally in recent years: A huge range of content on many different platforms ensures that attention spans are diminishing. Media is often consumed on the side. "The fact that readers are being lost is a very present topic in the publishing industry, and has been for the last ten years. You have to be careful not to create a feeling of 'us versus the rest of the world' in the literature business," says Elena Straßl.
&Töchter is not only digitally active when it comes to bringing literature to life. With their "rauschen&Töchter" series of events, the five women put on literary events that have little to do with the classic water glass reading - and thus reach completely new target groups: "One of our first events took place in a boxing studio in Munich, with an audience of over 90. For a reading with mainly unknown authors, that is absolutely not a matter of course. The team and the members of the boxing studio were also there, all in tracksuits. They sat very quietly and listened to the readings. For us, that was a confirming moment that our concept works," says Lydia Hilebrand proudly.