Showdown under the Christmas tree - manager-magazin.de

By Mirjam Hecking

SPIEGEL ONLINE

The distribution struggle in the book market heats up for Christmas too: Amazon’s Kindle against Tolino. In Germany the Kindle alternative is advertised with great effort. Is it already too late?

Hamburg – There should be a classic success message. One, as they send traders at Christmas time so much. The second advent is the “highest sales day ever been,” the Internetbuchändler buch.de announced proudly. The Tolino was the most sold products. Even when Tolino-combatants worldview pre-Christmas cheerfulness is announced. “It goes straight up,” it says.

A success message, however, the Tolino managers have a lot to be free. In order to combat online retailer Amazon not continue to lose ground, had bookseller Thalia and the world joined forces in the spring and brought by Tolino own eReader on the market.

However

is a loss-making business as well as Amazon’s Kindle. And also in terms of advertising, have the Tolino-combatants Thalia, worldview, Bertelsmann and Deutsche Telekom dug deep into his pockets.

more than 1000 Fersehspots apply the Tolino-makers currently nationwide their German Kindle Alternative – supplemented by a nationwide print campaign and elaborate outdoor advertising. Actions that need made a “substantial budget” as the world’s spokeswoman Eva Grosskinsky grants.

Amazon with more than 40 percent market share

According beispieweise stood at the Thalia daughter buch.de that will soon want to completely take over the bookseller, despite a rise in sales in the last quarter operationally negative earnings impact.

The stakes are high. The publishers of the sales are descending. At the German market leader, the Douglas daughter Thalia sales shrank last year by 3 percent and also went to the annual start further back, at the DBH Holding, among the Hugendubel and the world, was in 2012 even a drop of 3.5 percent to Beech.

the Mayersche and the Swiss dealer Orell Füssli, the decline was only slightly smaller. Competitor Amazon is enteilt with a market share of more than 40 percent.

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