In a fascinating conversation during Readmagine 25 led by Porter Anderson (Publishing Perspectives), Sandra Nyklasz, CEO of Zeilenfluss, and Mauro Morellini, CEO of Morellini Editore, delved into the key aspects of successful collaborations within the publishing industry. Both executives shared their perspectives on what makes a partnership thrive and, conversely, why collaborations can fail. You can follow in this video the whole conversation.
The key to a successful collaboration
Mauro kicked off the discussion by emphasizing that the most effective collaborations are those where each partner contributes their unique value, regardless of the size of their respective companies. He cited the collaboration between a publisher with over 150 years of experience in school textbooks, and Touring Club, which specializes in tourism guides. Together, they created a specialized geography book that leveraged each company’s expertise—Herbley’s knowledge of schools and Touring Club’s extensive archive on tourism. Mauro highlighted that a successful collaboration fosters long-term growth by bringing together complementary skills and resources.
Sandra added that clear and open communication is vital for a collaboration to succeed. She stressed the importance of setting clear expectations regarding goals, timelines, and budgets from the start. She noted that many collaborations fail due to vague or misunderstood expectations, which can lead to frustration and ultimately derail the project.
Why do collaborations fail?
When Porter asked about the reasons behind failed collaborations, Sandra identified one critical factor: vague or unclear communication. If the roles, goals, and expectations are not explicitly defined, misalignments can quickly arise, causing frustration and lack of progress.
Mauro echoed Sandra’s thoughts, underscoring that a lack of contribution from all parties can lead to failed collaborations. If any partner does not bring enough value to the table, the collaboration may struggle to meet its full potential.
The role of self-publishing and marketing insights
An interesting point raised by Sandra was the increasing value of self-publishing in the publishing ecosystem. She explained how traditional publishers can learn a lot from self-publishers, particularly in terms of marketing. Self-publishers often promote their books through social media and other digital platforms, making them highly adept at building an author-reader relationship. Sandra highlighted that this ability to engage with readers is something that traditional publishing houses are starting to adopt. She believes that self-publishing serves as a laboratory for emerging trends and data, which can be valuable for more established publishers.
Mauro agreed with Sandra’s assessment, particularly in the context of the Italian market, where independent publishers often struggle to get a foothold in book chains dominated by large publishers. He mentioned that independent publishers are learning how to use digital marketing strategies, just like self-publishers, to successfully promote their works.
Innovating with extended books
The conversation then shifted to the topic of innovation, particularly regarding digital integration in books. Mauro introduced his upcoming project, the «Extended Book» which aims to enhance traditional books with digital content. This includes things like Spotify playlists, GPS tracks, and audio files, all linked to the book’s content. For instance, a travel guide might include interactive maps or real-time updates, while a meditation book could offer guided audio sessions.
Mauro emphasized that the Extended Book allows publishers to continuously update content, unlike traditional print books, which become outdated once published. He pointed out that by linking a book to an online platform, readers can access additional content and contribute their own suggestions, creating a dynamic, evolving product.
Sandra shared her excitement about the possibility of integrating multiple formats, particularly in the context of gaming. She discussed how gaming creates a shared universe where players and creators can contribute to building a world, and she believes that this approach can be applied to publishing as well. By creating a «storyverse» publishers can engage readers, authors, and even content creators like artists and musicians to expand a book’s narrative beyond its pages.
Collaboration in the digital age
Sandra and Mauro also discussed the evolving nature of collaborations in the digital age, particularly through online platforms. Sandra explained how the pandemic had accelerated the trend of collaborations among publishers, leading to ongoing partnerships that were formed during this time. Both Sandra and Mauro agreed that the rise of digital platforms, self-publishing, and new forms of media, like podcasts and social media, are reshaping how collaborations in publishing are formed.
Sandra Nyklasz is one of the Managing Directors at BookRix, one of Germany’s leading self-publishing platforms, and its sister company Zeilenfluss, a successful German digital-first publishing house. At BookRix, she has overseen its growth as a digital distribution hub for independent authors. As the driving force behind the founding and development of Zeilenfluss, which evolved out of the self-publishing movement, she took over as Publishing Director in 2019 and as Managing Director in 2023. With a strong focus on innovation and author empowerment, Zeilenfluss works at the intersection of technology and storytelling, committed to building sustainable publishing models that give authors greater control over their creative and commercial paths. The strategic merger with StreetLib, the leading Italian publishing platform in early 2024 formed one of Europe’s largest digital publishing platforms, aiming to provide innovative tools and services for authors and publishers worldwide.
After an extensive experience in educational publishing, contributing to the development of innovative materials for schools and academic institutions, Mauro Morellini has founded the Morellini Editore publishing house in 2005, with focused on travel guides, fiction, and non-fiction works. Morellini is also the creator of Extended Book (www,extendedbook.org), a groundbreaking international project that integrates traditional publishing with digital innovation, enhancing the reader’s experience. He has held key roles in Informazioni Editoriali, a leading company in publishing data management, and IBS.it, one of Italy’s most prominent online bookstores, where he contributed to the digital transformation of the industry. Additionally, he actively collaborates with the Italian Publishers Association (AIE), supporting the growth and evolution of the publishing sector. With a strong commitment to cultural dissemination, he continues to shape the Italian publishing landscape, earning respect as a visionary and influential figure in the field.
