How a Tiny German Publisher Defies Trends and Champions Unconventional Books
Bärbel Brands, a publisher, translator, and editor, runs Weissbooks, a small press that has twice won the German Publishers' Prize. Her latest victory came in 2023, yet the €18,000 award barely covers the cost of producing two or three books. Despite financial challenges, Brands remains focused on publishing unconventional titles and exploring new literary trends.
Over the past five years, New Adult books have surged in Germany. Their market share jumped from around 2% in 2021 to 6% in 2025. This growth stems from viral trends on TikTok (BookTok), which appeal to readers aged 18–25, as well as the rise of self-publishing through Amazon KDP. Demand for relatable romance and coming-of-age stories also increased after the pandemic.
Brands sees no issue with the genre's popularity. She believes readers are simply getting the books they want. Online platforms like TikTok now play a crucial role in marketing these titles, shaping what becomes widely read.
Weissbooks itself stands apart by publishing diverse and unconventional works. Brands argues that structural funding for small publishers could help maintain intellectual diversity in Germany's book market. For now, she insists, the choice of books still lies with the readers.
The €18,000 prize offers little financial relief for Weissbooks, given production costs. Yet Brands continues to champion fresh voices and unconventional literature. Without greater support, small publishers may struggle to keep Germany's literary scene varied and dynamic.
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