Simon Decot, Director of Programmes at Bastei Lübbe AG, on changing markets, the resonance of big names, and new target audiences as drivers of growth.
HAS THE BOOK MARKET GOT BIGGER OR SMALLER AS A RESULT OF DIGITALISATION?
Bigger and more multifaceted – both in terms of media channels and target audiences. Today there’s a lot more that we as a publishing group can offer our readers. For a long time now there’s been not just one book market, but many. This is a positive development not only in terms of content but in a financial sense too.
HOW MUCH CHANGE HAS THERE BEEN IN THE TARGET AUDIENCES THEMSELVES?
Not much when it comes to their needs. But what definitely has changed is that we speak to our target audiences more directly now. Our imprints LYX and ONE, for example, are aimed at young people at a specific stage in their lives. Many authors actually belong to the target audience themselves, and that’s really important. It gives them a huge amount of authenticity. People know and trust each other, including on social media.
WHAT DOES THIS MEAN FOR FUTURE PROGRAMME PLANNING AT A PUBLISHING GROUP LIKE BASTEI LÜBBE?
Firstly, we've seen that listening pays off. This is true not only of young people but of all target audiences. The more we understand, the more precisely we can plan and the more successful we will be. And it's important to be consistent when thinking about series and ranges. A good book always lives on – the story itself goes on being told, but the book is also listened to as an audiobook, commented on in a social media story, made into a TV series.
AND IS THIS A TREND THAT’S SET TO CONTINUE? WHAT DO YOU THINK THE BOOK MARKET WILL LOOK LIKE IN THE FUTURE?
I think the market's potential is far from exhausted. The book market is waiting for ideas, and we have always seen ourselves as a provider of ideas. This is also true of our attitude to the future: we follow technological developments closely so that we can identify any innovations for the book market which might arise from them. Over time we’ve gained a lot of experience when it comes to enriching the book market with innovations. That’s what we will measure ourselves against.
Simon Decot, born on July 14, 1970, studied General and Comparative Literature and Journalism at the Free University of Berlin. Prior to this, he had already completed an apprenticeship as a publishing bookseller at Suhrkamp Verlag in Frankfurt am Main. Subsequently, from 2000 to 2003, he worked as a Product Manager for Fiction at bol.de (then part of Bertelsmann). In 2003, he moved to the Weltbild Publishing Group, where he initially served as a Product Manager for Fiction and Audiobooks; in 2004, he was promoted to Head of Program for Fiction and Audiobooks—a role in which he also held additional, temporary responsibility for current non-fiction titles until 2014.
In 2014, he assumed the position of Head of Program for Narrative Children's and Young Adult Literature at Ravensburger AG. He subsequently joined Bastei Lübbe AG in 2015, where he initially served as Head of Digital Program and Original Content, and—starting in 2016—also as Publishing Director for LYX. At the end of 2018, in his capacity as Head of Program Strategy, he assumed additional responsibility for the Fiction, Non-Fiction, and Eichborn divisions. Since 2020, Simon Decot has served as the Executive Board Member for Program at the Issuer.
The home of big names
At Lübbe, we provide pure entertainment! Breathtaking suspense and powerful emotions are at the heart of our books. With our romance novels, thrillers, crime novels, sagas and historical novels we have all the most popular genres covered, with books by Ken Follett, Dan Brown, Rebecca Gablé, Eva Almstädt, Petra Hülsmann, Sarah Lark, Andreas Eschbach and many more.
Papertoons are webtoons for your bookshelf
We are papertoons – a young manga publisher by fans for fans! We bring you the most popular comics from Korea and the rest of the world in beautiful print editions, hot off the press and straight to your bookshelf. As big manhwa and manga fans ourselves, we know that a digital webtoon can never truly satisfy a collector’s passion. That's why our team pours all our energy and passion into feeding your bookshelf – with webtoons, exclusive limited editions and of course merchandise. Whether it’s action, fantasy, romance or Boys’ Love you’re into, the world of webtoons has something for every taste! Papertoons are webtoons for your bookshelf.
Changing perspectives, broadening horizons: Pfaueninsel
Pfaueninsel combines literary curiosity with narrative depth. Pfaueninsel gives readers access to voices from all over the world, to challenging and moving literary fiction, and to narrative non-fiction that opens up new perspectives. It’s a place for authors whose stories transcend limits and break boundaries – linguistically, thematically and geographically.
Speaking directly to our target audience: LYX
LYX is the benchmark for the New Adult romance genre – although we don’t really see New Adult as a genre but as a target audience, which bridges the gap between Young Adult and women’s light fiction. At LYX, we give New Adults the visibility and appreciation they deserve – with books that are tailored to the target audience in terms of both content and appearance.
Books that are like intelligent conversations with friends
Grau is a modern non-fiction publisher that makes socially relevant themes accessible and brings them to life through personal perspectives. Our authors are experts and creators who are already connecting with and inspiring large numbers of people through their active online communities.
Authentic voices, honest stories: pola
At pola we amplify young women’s voices and increase their visibility by reflecting their lived realities and foregrounding their experiences, desires and perspectives, thus providing a female view of the world to counter the prevailing male one.
The publishing house for online stars
Community Editions is the leading publisher for social media artists with a large reach. With our books and stationery products, we bring online content into the offline world. Our main themes are gaming, lifestyle, beauty, DIY, cookery and nutrition. We publish social media stars such as Pamela Reif, Julia Beautx, Paluten, Arazhul and ViktoriaSarina.
Good entertainment with a twist: Eichborn
At Eichborn we publish literary entertainment with a broad appeal. Our programme also features fantasy and crime fiction. Eichborn entertains, but in an intelligent way: our readers prize quality combined with fun and imagination. Our non-fiction titles take a clear stance. And sometimes we also like to be provocative, and surprise our readers with unusual books.
A whole world between childhood and adulthood
At ONE we publish books for young adult readers. In this way we bridge a gap for a large target audience who have grown out of children’s books but are not yet ready for New Adult or adult literature. In our ONE books we depict the lived realities of fourteen-to-nineteen-year-olds – with authors who are also followed by the target audience on social media.
A market leader, so we hear
Lübbe Audio is one of the first German audiobook publishers, and has been a market leader ever since it was founded. Top-quality productions, exclusive series and innovative marketing are what sets us apart from other audiobook publishers. At our recording studios, our books are read by a stellar line-up of German-speaking actors.
Inspiration for young and old alike
Baumhaus publishes our children’s books – books to read aloud, books for independent readers and interactive books. We publish popular stories for children aged between two and twelve. Many of our books serve as sources of inspiration for adults and children looking for things to do together in their free time, complemented by the creative and high-quality content on our platform BaumhausBande.com.
So romantic, so digital
Our “be” labels publish brilliant entertainment in the digital space, in the form of ebooks and audiobooks. beHEARTBEAT gets readers’ hearts pounding with romantic love stories, dramatic romances, exciting romantic thrillers, light-hearted feel-good novels, gripping family sagas and historical romance novels – books to thrill you, move you and make you feel good. Books to fall in love with!
So exciting, so digital
Our “be” labels publish brilliant entertainment in the digital space, in the form of ebooks and audiobooks. beTHRILLED is the home of murderously good fiction. But never fear – all our thrillers and crime novels feature top sleuths. Our list includes everything from cosy crime to feel-good detective stories, regional crime to crime comedy, and holiday crime fiction to serial killer and psychological thrillers.
Committed to a multiplicity of voices
Quadriga publishes voices that need to be heard. The publisher for socio-political non-fiction, as a forum for debate and diversity of opinion. For powerful – sometimes provocative – themes, and expert analysis of social, economic and environmental issues. Our Quadriga books provide information and argument, and help readers to better understand our complex world.
Serial success
Our Bastei Verlag is at the heart of our media group. For 70 years we have been publishing the most popular light fiction series, and we have been market leaders in serial entertainment – with titles like G-Man Jerry Cotton, John Sinclair: Demon Hunter, Dr Stefan Frank, The Mountain Doctor and G. F. Unger’s Western bestsellers.
Concept Stores
Siebter Himmel operates concept stores in Cologne and Leipzig, catering to a young, urban target audience with an offering of books, design items, and lifestyle products.
Creator Collections
Our Creator Collections are unique, exclusive, and limited-edition collections designed by your favorite influencers.
