Press Release
Frankfurt am Main,

Your successful launch into the book industry: Apply now for coaching from the Content Shift Accelerator

Sponsorship programme brings start-ups, experts and investors together | The application process is now open for start-up founders from both Germany and abroad to present their business models

Now in its seventh year, the Content Shift Accelerator is once again searching for innovative business models that will advance the book and content industry. However, the ideas do not necessarily have to originate from the book industry - the main prerequisite is rather that an idea is useful to the industry. For example, interesting innovations such as new technologies for optimising metadata or publishing processes, tools for content creation or traditional analog applicable products are all welcome to apply.

Coaching from industry leaders from a range of business areas

The internationally oriented sponsorship programme of the Börsenvereinsgruppe (Group of the German Publishers and Booksellers Association) brings together founders, experts and investors to give start-ups a way into the industry. Participating start-ups can substantiate their business models in workshops and coaching sessions and secure high-ranking decision-makers as investors. The programme ends with the selection of the "Content Start-up of the Year", which is awarded funding of 10,000 euro.

The expert advisors on the jury this year are: Detlef Büttner and Leif Göritz (Lehmanns Media/Thalia Bookstores), Olaf Carstens (Cornelsen Publishing House), Stephan Dietrich (Junfermann Publishing House), Nina Hugendubel and Per Dalheimer (Hugendubel Bookstores), Stefanie Penck (TeNeues Publishing House), Wolfgang Pichler (MANZ Publishing House and Bookstores), Ronald Schild (MVB), Peter Kraus vom Cleff (Börsenverein) as well as Deepa Gautam-Nigge (SAP Next-Gen Innovation Network) as a partner of the programme from outside the industry.

Feedback from the jury and start-ups

“We enjoy working with start-ups and are also checking who is engaged in topics that are relevant to us – and which potential connecting factors there might be. This exchange brings us great joy and provides us with great new impulses", says Nina Hugendubel, Managing Partner at Hugendubel Bookstores.

"Content Shift was the ideal programme to further develop our product together with relevant market participants and ideal contacts from the book industry. Through the joint exchange with the mentors and jury members, but also with the other start-ups, we were able to perfect our business idea," says Christopher Klein from the start-up Buuk

How the programme works

Five start-ups will be selected for the Accelerator programme from all applications received. The application phase ends on 01.05.2022. The selected entrepreneurs will receive comprehensive coaching and advice from experts for several months starting from 01.07.2022. The highlight of the programme will be a co-creation workshop for start-ups and jury members at the beginning of September. The Accelerator will culminate at the Frankfurt Book Fair, where all participants will pitch their further developed business ideas. At this event, the jury will then select the "Content Start-up of the Year" and award the prize money.

Further details about the programme and the application process can be found at:

Additional Information

Materials to Download

About the Content Shift Accelerator

Alongside the Content Shift start-up club and the Icebreaker Events, the Content Shift accelerator is part of the Börsenvereinsgruppe's Content Shift initiative, which promotes innovation and new business models in the book and media industry.
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About the Börsenvereinsgruppe

The Börsenvereinsgruppe (Group of the German Publishers and Booksellers Association) represents the interests of Germany's book industry and provides its members with advisory and practical services. The group comprises the Börsenverein des Deutschen Buchhandels (German Publishers and Booksellers Association) and its business subsidiaries, which include Frankfurter Buchmesse and MVB mediacampus frankfurt as well as the Holding Börsenverein des Deutschen Buchhandels Beteiligungsgesellschaft. The Börsenvereinsgruppe supports the book industry and media sector by providing professional services that include advocacy, the organisation of cultural projects, tradeshows, training programmes and publishing and technology services.

About MVB

Technology and information provider MVB makes books visible. Major platforms, based on international metatdata standards, enable publishers and bookstores to promote their products successfully and efficiently in their home markets and abroad. Editorial and advertising formats as well as face-to-face networking give orientation in different book markets. In close cooperation with customers and market players from all areas of the book industry, the teams located in Frankfurt am Main, Mexico City, New York and São Paulo continuously work on innovative Infrastructure solutions for the book trade of the future.


Thomas Koch | Head of Public Relations Börsenverein des Deutschen Buchhandels
Tel.: +49 69 1306-293

Markus Fertig | PR Manager MVB
Tel.: +49 69 1306-374 | Fax: +49 69 1306-17374