Series ETIKETT
Literary Sponsoring
From the German Bundesbahn to Milette /Swirl®
The history of a publishing house – like the history of any other company – is defined by successful cooperations.
First of all, in this respect, we are glad about the work with authors and booksellers, with whom we create books and make them available to our readers. There is another very important part of our history that we are very proud of. The work with our sponsor-partners and companies that we worked with in our series ETIKETT is a major part of our achievement in the 20 years of our publishing house. Together with various sponsors, we have published more than 40 books in our series ETIKETT. Some of the books listed below were inspired during the developing process for other sponsored books.
At this point we would like to thank all of our partner-companies and all the sponsors of the series ETIKETT: It is a sublime achievement that we have created numerous anthologies together, and that we have successfully published them together. We are especially proud of the many monographs amongst the titles. Thanks to the cooperatively coordinated PR and marketing effort, the history of the series ETIKETT is a history of success.
We would also like to thank all the various agencies that helped drafting the books and helped communicating with the artists. We are also grateful for anybody who helped organizing readings and other marketing events. You are part of our success.
May 15th, 1993
First volume of series ETIKETT, a novel titled »Die Orgelpfeifen von Flandern« by Alban Nikolai Herbst, starting with a voyage by train – so German Railways / Bundesbahn became our sponsor. An original ticket for the distance between Frankfurt and Paris is integrated in the cover layout. The Bundesbahn uses posters of this volume as a PR-action to prepare the public for flotation and the convertion to a public limited company – the Bahn AG.
September 29th, 1993
A reading with Alban Nikolai Herbst from his book »Orgelpfeifen von Flandern« take place in a EuroCity Train of the Bundesbahn on the rail route from Frankfurt to Paris. Four radio and five print journalists accompany the trip and report from their journey through the different stations where the Bundesbahn distributed 15.000 flyers and posters. The reading is audible in the whole train and two interns are selling the first copies under the passengers. It is worth taking the train from time to time!
October 1993
The second volume of the series ETIKETT is »Ablauf der Dinge« from Thomas Schwab. It contains 113 thing poems, which lead through an average household with its objects but furthermore register a human life from diaper to heart catheter. The sponsor for these thing poems is the producer of special things – the Alessi Deutschland GmbH.
January 1994 - April 1996
The collage-novel from Adelheid Seltmann is published with a sticker on the cover from the Kroschke Sign International company showing the green escape route sign.
February 1994
Big reading tour with readings in design and furniture stores with the book sponsored by Alessi.
The German Book Publischers Report: Series ETIKETT, which attract attention because of its unusual design. Each book cover has a different design where the title and the author of the book are secondary – therefore every book has its own message: The novel »Fluchtweg« - which means escape route – from Adelheid Seltman, has an escape route sign on the cover, that can be found in theaters or stores. The short novel »Orgelpfeifen von Flandern« has an original ticket for the distance between Frankfurt and Paris integrated in the cover layout. Therefore a reading with Nikolai Herbst took place in a special reading room in a EuroCity Train of the Bundesbahn on the rail route from Frankfurt to Paris. To organize such events it needs a lot of strength and persuasive efforts, knows Dielmann. »There is a lot of fear towards literature, therefore it is important to show the future sponsors that literature can represent something and it is worth subsidizing it« says Axel Dielmann.
to 1996 5 new books of the series ETIKETT were published
April 1996
First big press campaigns about the series ETIKETT. Articles are published for example in Horizonte, WirtschaftsWoche or FAZ and they called the series »a complete new chapter«: For Dielmann it is really important to get a connection between the sponsor and the book; they should have points of contact: The Deutsche Bahn AG put a ticket on the cover of a book which begins with a train journey and the Italian dishes designer Alessi sponsored a book about basic commodity.
Book Fair 1996
»Die Brille des Autors«: The author’s glasses, literary anthology – Carl Zeiss Optik Oberkochen is the sponsor. The book contains 300 pages with a colorful selection of literary glasses. It is really instructive to see the importance of the theme »precise seeing« for the world literature. Therefore each text got its own little introduction that shows the historical frame.
Christmas 1996
»Die Brille des Autors« was available at opticians and were sold and given as a Christmas present 12.000 times.
April 1997
»Die Rosa Ziegen / Eine Legende aus der Kunstwelt« (engl.: The Pink Goat / A legend of art world) is published. The sponsor is Kunstmesse ART Frankfurt / Messe Frankfurt GmbH. The book from Martin Roda Becher is about artists and their dreams of success, about gallerists and their strategies, museums and their aims – every visitor of the ART Frankfurt will be humorous portrayed.
April 21st, 1997
The ART art fair organizes a big press event with the publisher: 218 journalists receive the book as a welcome present at the ART press conference.
May 1997
As a part of the cooperation with the sponsor Messe Frankfurt / ART Frankfurt the publisher Dielmann is present at the art fair ART in Frankfurt. Die Rosa Ziege – what means The Pink Goat – from author Martin Roda Becher, is the reason for the stand that is dressed in pink fur.
As a result of the art fair there were 30 newspaper articles – and of course a lot of fun and a bold art book. From now on joint appearances with the partner are in the repertoire of the series ETIKETT.
Book fair 1997
The volume of poetry »unter fischen spricht man fisch« from Manfred Peckl is published as the 10th volume of the series ETIKETT. It is the first edition including an original artists’ work.
October 19th, 1997
Big matinee event on sunday of the book fair with the book »Die Pille / Eine literarische Anthologie«: A reading with the partner of ETIKETT Wyeth-Lederle Pharma for invited journalists and gynaecologist.
In occasion of the existence of the birth control pill for now 35 years the literary traces of this world changing invention will be shown: Was there literature about prevention before? The answer is: there is a lot o find. The pharma marketing report got the point of the ETIKETT’s idea: This book with the company’s logo on it is the perfect gift for the customer and the appearance at the book fair is conceivable every time, the specialized press is very interested in this topic. To integrate new and unknown authors is also a new possibility.
Book fair 1998
»Antenne im Riff« from authors from Mauritius in the German language is the first collection of its kind. The hardcover edition is used from the »Gesellschaft zur Förderung der Literatur in Asien, Afrika und Südamerika« as a gift for members.
Sandwich men with pillboxes
For the book about the birth control pill with Wyeth-Lederle Pharma, sandwich men are on the way at the book fair as an invitation to the bookstand.
November 1998: Christmas bilingual
»Junge Europäische Erzähler« was originally planned as a gift book in form of a cooperation with the Swedish paper manufacturer SCA Fine Paper and it became a book series that is published once a year.
The book with young storytellers from different European countries is published in a German and English edition on Christmas 1998. There are a lot of different contributions, for example the president of the Goethe-Institute Prof. Hilmar Hoffmann.
Very interesting letters and e-mails received the SCA Fine Paper and us after the holidays – young literature under the Christmas tree is a sustainable success!
Spring 1999
The second book of the series ETIKETT is published by the young author Susanne Bartsch after she had published a novel at the publisher Deutscher Taschenbuch Verlag. The book called »Rent A Friend« and tells the satiric story of a friend-rental agency.
According to the title, the small packets of Fisherman’s Friend are placed on the cover. Before the official publishing two film production companies are interested in the book – in march 2000 the TV- and Film rights of a book from the series ETIKETT is sold for the first time. – Also below, Bookfair 1999!
August 1999
The Werner Achilles GmbH & Co.KG Celle – better known for paper processing – assumes the partnership of the book »Geliebte in anderen Häusern« where publisher talk about their favorite books that were published by others.
The volume is available in a soft- or hardcover edition.
October 1999
In company with the franchise company Der Teeladen GmbH Gebrüber Geschwendner GmbH the book »Die Blaue Stunde / Tee in der Weltliteratur« was created. Der Teeladen includes the book in all 125 shops for sale. In a successful win-win-strategy Der Teeladen is able to refinance the book project: Reading and poster campaigns take place in the shops.
Book fair 1999
The Fisherman’s Friend Company occurs at the stand of the publisher at the book fair: The book »Rent A Friend« is presented in classical cans from Fisherman’s and gets a lot of attention.
Book fair 1999
A novelity is presented in along with the partner of the tea-book: The publisher stand at the international book fair in Frankfurt is exclusively build out of tea boxes. Der Teeladen is presented outstandingly and the joint tea book from the series ETIKETT is launched.
Christmas 1999
A special effect will be seen after Christmas and in spring 2000: A lot of people are asking for the tea book and want to buy more copies. Geschwendner ended its campaign and sent them to bookstores in the neighborhood, therefore a second wave of sale begins. Der Teeladen Geschwendener: Thank you very much for your support!
February 2000
The anthology »Das Fenster in der Literatur / Eine Geschichte der freien Sicht« is published in company with the second largest European producer of windows SIEGENIA-AUBI KG in Siegen. The book is used at the specialist fair for fenestration in March 2000 with a great success of 5.000 copies sold.
A real pleasure in this volume is the philosophical support of the contribution about the look through an in the window: Each text is accompanied by a little essay that attaches the literary aspect. – For more, see September 2000, below!
February 2000
The publisher sells the film right for the novel »Rent A Friend« from Susanne Bartsch. The film will be produced by the UFA Film- und Fernsehproduktion.
April 2000
The private wine press house Possmann became sponsor of the Book »Ein Kragen aus der Erde« from the poet and sheep farmer Olaf Velte. Although the book contains in particular poems about landscapes Possmann was brave enough to be the sponsor of the book. It also contains the world of different kinds of fruit and especially of apples – the connection to Possmann. Readings in special applewine-restaurants will be prepared.
June 2000
SAP SI a subsidiary of the software manufacturer SAP, is preparing its flotation: A book from the series ETIKETT accompanies this change – the anthology »Ein literarischer Gang an die Börse« arises and is send to all analysts, economy editors and customers of SAP SI in September 2000. The book contains exchange experiences from, for example Eduard Mörike, Heinrich Heine, Samuel Pepys, John dos Passos or Emile Zola.
August 2000
The Commerzbank – who maintain the flotation of SAP SI as a lead manager – takes the book »Ein literarischer Gang an die Börse« and uses it with its own label as a gift for analysts. Due to a lot of media reports the special SAP SI edition gets a further spread than the original one of SAP.
September - December 2000
The airport Hamburg celebrates its 90th birthday in March 2001 with a book of the series ETIKETT: A literary book with the topic flying, airplanes and airports that will be translated in three languages, is planned for the turn of the year. The idea came from the window-ETIKETT from our partner Siegenia Frank Siegen, who supplied windows to them. The ambition for this book was to demonstrate a whole flight from its departure to the arrival including all services and technical necessities.
October 2000: Kiosk Dielmann
A small, additional stand at the book fair is designed as a kiosk: The sponsor-partners Fisherman’s Friend and Possmann Apfelwein are presented there. ZDF and 3Sat called the stand the most beautiful of the book fair 2000. Especially the series ETIKETT is promoted there, the special about it is that Dielmann sells the cover to companies to finance the demanding projects, that will not get a high circulation.
October 23rd 2000
The international book fair in Frankfurt organizes a big panel discussion about the topic literature sponsoring. On the panel will meet Peter Peter van Lindonk, André Schiffrin (The New Press, New York), Gianni Rizoni (Mondadori, Mailand) and Axel Dielmann and exchange about their concepts and experiences in this topic. Dielmann invites to the book fair in Prague in May 2001 with the topic of book and literature sponsoring.
December 2000
The company Eurex AG, that is responsible for the stock exchange transaction in Frankfurt and London, takes over the »Ein literarischer Gang an die Börse« in as a special edition for Christmas.
After the book fair SPIEGEL online reports about the series ETIKETT with the topic of the book covers sponsored by companies: publisher Axel Dielmann is experienced with new ideas. One of his ideas is to take a text and looking for a sponsor who fits to it, so one of the books was covered with an original ticket from the Deutsche Bahn, due to the suitable topic in the text.
January - August 2001
The Swiss film licence company Highlight Communications AG assumes the sponsorship for »Das Film-Quiz Buch«. The book contains 365 amusing questions and answers about the history of film and cinema. Georg Reimer, the editor of the book, created a new cinema story that offers access to the classics of the screen. Our Partner Highlight Communications AG has found a nice connection to its customers and shareholders.
March 2001: literary on the way in a taxi
The biggest company for taxis – TiK Taxisschule in Berlin-Kreuzberg – takes over the sponsorship for »Fackel an!«, a novel by Jörg-Wolfgang Schmoller. The black and yellow logo is shown on the cover and gets attention from the local press. Also the SFB joins the sponsorship for the book und organizes an event in April with a big prize draw.
Claudio Abbado in the series ETIKETT
The Salzburger Osterfestspiele GmbH gets the partnership with the book »Musik über Berlin« (engl.: music over Berlin), which contains the life of the star conductor Claudio Abbado. The conductor tells about his ten years career as the leader of the Berlin Philharmonics and brings the reader backstage of the concert hall.
You can find more about this volume here.
May 2001
The series ETIKETT serves as a model for sponsoring partnership in translation-projects at the book fair in Prague.
August 2001
The Commerzbank AG decides to open its new center of trade and exchange with a volume of the series ETIKETT because of the huge success of »Ein literarischer Ganz an die Börse«.
Articles about certain vlomues and the series ETIKETT in general are published regularly.
December 2001
The new exchange Frankfurt is enthusiastic about the literary connection of their essential topics: For the moving to Eschborn and as a Christmas gift, the exchange ETIKETT gets its third edition and connects literature with the financial world.
January 2002
The book by Claudio Abbado »Musik über Berlin« reaches its third edition in the shortest time. A huge success for the translation of the book about reflections and experiences in the contemporary music world.
February - July 2002: High Voltage!
The company for water and power supply OVAG Oberhessische Versorgungsbetriebe AG Friedberg celebrates its 90th anniversary with the volume »Der Strom und das Wasser / Literarische Funken und Strudel«. To fill 240 pages with text passages about electricity from the world literature seemed nearly impossible at first but developed as a real reading enjoyment.
February - July 2002
May 2002: further gardens
Due to the Landesgartenschau and the 50th anniversary of Baden-Württemberg, the volume »Traumvermesser / 50 Jahre – 51 Gedichte« from the series ETIKETT is published. The book is presented at several events during the Landesgartenschau in Suttgart.
June 2002
The consulting company IQube AG creates the volume »Discorsi / Eine Navigationshilfe«: the volume contains selected literary quotations about economy, consulting and management as well as some space for notes in a hardcover edition.
June 2002
Several private insurance companies apply for the partnership with the volume »Schockraum: ein Roman über akute Mißstände in der Notfallversorgung« of the series ETIKETT, by the young doctor and author Dr. Maximilian Arndt.
During the announcement it becomes clear that the topic will be cause political debates.
July 2002
In a comprehensive analysis of the dpa Deutsche Presse-Agentur about sponsoring the seires ETIKETT is mentioned as a reference: To make books is not a reasonable business, the one who has the idea has not enough capital most of the time. Axel Dielmann found a way to finance his ideas and make them real.
August 2002
»Literaten im Garten« - The company Gardena AG is partner of a series with three volumes about the topic garden in the world literature, that will be published once a year. Volume 1 will be published in October 2002 containing the garden from Goethe to Rilke.
October 2002
At the Frankfurt book fair the Dielmann-Kiosk is opened again. In company with Possmann and Fisherman's Friend, Dielmann presents the sponsored books »Ein Kragen aus Erde« by Olaf Velte and »Rent A Friend« by Susanne Bartsch in his kiosk. The sponsoring partners brewery Bitburger and Nestlé are present at the stand as well and provide the visitors sweets and liquids needed in a good kiosk...
October 2002
The first events with the garden book take place. – It becomes clear that the books are a platform themselves for a lot of further possibilities: Readings with the volumes of the series ETIKETT and the partners, panel debates, joint appearances at the book fairs and a lot more.
October 2002
A big presentation of the garden-ETIKETT with Gardena AG in the bookstore Jastram in Ulm: the publisher and the chairman of Gardena Dr. Jahrreiss discuss about the aims of the company and the book, they are supported by the voice of actress and singer Jenny Renate Wicke who reads some passages from the book. Besides these conversations they create a new idea:
September 2003
The Gardena AG takes over the first volume of »Literaten im Garten« for its promotion and gift boxes: The garden book and a new rose scissor are offered in a gift box in all construction markets and garden centers in Germany as a Christmas special. A great success for the book und the company.
October 2003
»Literaten im Garten« volume 2 will be published, with authors and texts from Rilke till today. – There will be some readings with for example Karl-Burkhard Haus und Axel Dielmann in the palm garden in Frankfurt or in the workshop of a garden architect with Thomas Schwab and Martin Bullinger.
March 2004
The food corporation Masterfoods is getting a partnership for a book with literary cats and there will be a package including the cat book and products for book and grocery stores. Ewart Reder and Imke Bunge are publishing the »Seelenverwandte auf sanften Pfoten«.
November 2004
In cooperation with Sheba half and full pages of advertisement for the book and Sheba products are published in the magazines Petra, Für Sie and BUNTE.
The book develops as a constant seller.
July 2005
MELITTA gets the partnership for a literary story of the garbage bag and its culture: »Beute(l)züge durch die Literatur / Keineswegs Abfälliges von Menschen und Müllbeuteln«. The volume is one of the most pleasing cooperations: such an active and inspiring exchange of ideas as with the workers of Melitta is a rarity.
The book gets a lot of attention in the media especially on the riddle pages of the HörZu and Bunte magazine where you can win a copy by solving the crossword.
In the meantime the Frankfurter Sparkasse is a very active and likeable sponsoring partner with the work for the second volume of the »Literarische Schnitzeljagd durch Frankfurt« in September 2006. A very well preparation for a further trip of the series ETIKETT to the finance and exchange world: in the late fall 2006 Axel Dielmann is publishing a new edition of »Ein literarischer Gang an die Börse« in company with Thomson Financial GmbH Frankfurt.
The volume »Ein literarischer Gang an die Börse«was published six years ago in the series ETIKETT and who could be better for a partnership than Thomson Financial, one of the most important provider for technological solutions for the financial industry worldwide. »Ein literarischer Gang an die Börse« got a lot of attention during the peak phase of the flotations, where 19 authors wrote about the exchange business in a literary way. On this occasion a historical overview about the trade with securities and the common mood resulted. In addtion the book is enjoyable and a very well deflection from the proper exchange business.
In the future there will be further partnerships and more exiting topics, like anthologies with known texts and selected publications for example a book about sailing that will be available at a company for yacht equipment: what is more relaxing than reading a book on a silent boat in the middle of nowhere...
2009 the second volume of Ewart Reder's poem selection will be pubished in the series ETIKETT
»Verfasste Landschaft« gets a lot of attention from potential sponsoring partner for example from the landscape gardening branch. But due to prolonged negotiations the poem volume is published without a partner but there will be a lot of interested sponsors who will support the book.
Bilingual IT
Later in the same year Dr. Michael Schwab contacts the publisher because he enjoys the series ETIKETT and his company itelligence AG in Bielefeld wants to create a book: »Helden für den Mittelstand« a volume containing personal stories about the life and work of 10 senior executives of the company.
The illustration of ten drawings are made by Ferran Delamas and Ars Anonima, the editors of the book will be Dieter Schoon and Herbert Vogel. It became clear that the volume will address international audience as well, therefore the book is published in a combined English and German version.
Summer 2010 the Japanese company NTT Data takes over a license for »Helden für den Mittelstand« as an English download edition.
Although the book »21 ungekämmte Tage auf Norderney« by Zusana Zimmermann does not get one of the at first excited sponsoring partners, the volume about a stay at a health resort at the north sea found its way into the readers beach bag.
E-Version with success in Japan
The Japanese e-edition of »Business Heroes« enjoys great popularity. In company with NTT DATA we are consider to establish the book on the Japanese book market.
To be continued …!
The next volume is novel about a truck driver who commutes between Germany and Italy, a story about a wondrous tour and time-travel. Ernst Kretschmer's »LKW« is one of the most colorful and strongest novel, that was published by Axel Dielmann. Which sponsoring partner would fit the most?
The editor Dagmar Mangold works with great enjoyment on a anthology containing experiences of 24 retailers, amusing reports out of a colorful and big world. Who wants to be the sponsoring partner?
Japanese Edition!
Our book Business Heroes causes attention in Japan – a fine success for our partner itelligence AG whose IT-specialists brought highly interesting stories to paper.
More Heroes
The great success of the company itelligence AG in Bielefeld with the bilingual edition of »Helden für den Mittelstand« is going to be lasting: a second volume about stories and experiences from businessmen around the world claim arouse. People from twenty different countries talk about the meeting of various cultures for example persons from the most important parts of Europe but America, China and Malaysia, Russia and Australia as well: they show what transculturality means. Again Dieter Schoon and Herbert Vogel appear as the editors.
The press conference for the volume at the CeBIT in Hannover is one of the highlights of the book.
20th Aniversary with ETIKETT
The year 2013: 20 years of axel dielmann verlag in Frankfurt am Main. Of course the anniversary will be celebrated with a book – but the typical stories about the publisher with a self-portrait? No!
The idea is to find out the companies who started their business in 1993 as well, and see what they have to talk about. The result: »20 x 20 Jahre«, 20 companies talk about their experiences in the last two decades. There will be the news magazine FOCUS, the subsidiary of Lufthansa Miles&More and for example a family-run hotel in Wismar.
In this sympatric neighborhood it was a real pleasure to celebrate the anniversary and at the same time to begin the third decade! – Tanks a lot to al companies of the volume, that are all represent with their logo on the cover, like the tradition in the series ETIKETT.
On the occasion of the 200th birthday of Richard Wagner the community of the Erlöserkirche in Bad Homburg performs »Parsifal« from Wagner. An idea that requires significant sponsors: Norbert Abels, the chief dramaturge of the Frankfurt Opera and the dramaturge of the performance in Bad Homburg itself, found a sponsor in form of a volume about Parsifal in the series ETIKETT.
For a third time
itelligence AG Bielefeld (Germany) is partner of a volume of Series Label (Reihe ETIKETT): It is project managers that we present in this book. And with the title On Project Making we refer to Daniel Defoe who wrote about Victorian Procect Making. We take this phrase as a nice metaphor for the special kind of creativity that all those need to lead projects.
Our new adress with its own book
Von der Eckenheimer Landstraße im Frankfurter Nordend in die Oskar-von-Miller-Straße 18 im Ostend, dann in die Schweizer Straße 23 in Sachsenhausen, von dort in die Kranichsteinerstraße 21, danach 2014 nach Niederrad in die Donnersbergstraße 12 – und nun in der gleichen Straße in die Hausnummer 36:
Dieses Häuschen bekommt ein eigenes Buch in der Reihe ETIKETT, es heißt »Ein Pärchen im Baurausch«. Das Buch erzählt die lange Geschichte eines Hausumbaus, mit allen Ups and Downs, die das bedeutet. Und was als Baustellen-Tagebuch begann, gerinnt nun zu einem vergnüglichen Band übers Bauen. 40 Kapitel, 40 Partner. Über allem der Haupt-Sponsor, Deutschlands drittgrößter Immobilien-Finanzierungs-Vermittler, die Firma Hüttig & Rompf AG.
Der Mann, der den Regen fotografierte
So heißt der Roman von Peter H. Gogolin, in dem ein Locationsout nach Belém in Brasilien gereist ist. »Der Mann, der den Regen fotografierte« will Drehorte für einen Film fotographieren – und taucht nicht nur in die völlig andersartige Welt und Gesellschaft Südamerikas ein, sondern er wird am Ende entführt. – Die faszinierenden Fotographie-Passagen des Romans waren für SIGMA (Deutschland) GmbH in Rödermark Anlaß, der Partner dieses Buches zu werden.
What’s next? – Well, the next book with a next sponsoring partner. Stay curious!