Sailer Verl

What Sailer Verl does

Sailer Verlag (legally Johann Michael Sailer Verlag GmbH & Co. KG) is a privately held German children's publishing house headquartered in Nürnberg, with customer-service operations in Bonn, that publishes 11 magazine titles for children aged 2 to 15 spanning German-language titles (Kolala, Olli und Molli, Yupie!, Wapiti, Tierfreund, Stafette, Dein Planet, Quivi/Benni) and English-language learning titles (I Love English Mini, Junior, and core). The company operates a multi-channel direct-to-consumer model: subscriptions are sold via its own online shop, telephone sales, and a self-service customer portal, with subscription billing offered monthly, semi-annually, and annually. Print subscribers automatically transition to the next age-appropriate magazine, producing a sticky 13-year household relationship, and receive free digital access through the sailer lesen+ mobile app on iOS and Android (built on Pressmatrix technology), which also supports standalone digital purchases and in-app content for the English-learning titles.

The revenue stack combines recurring print and digital subscriptions, one-time gift boxes (Kolala-Box, Erste Klasse-Box, Cool Kids Read-Box priced at €79.20 each), an educator/Pädagogen subscription tier, an eLearning platform (iloveenglishmini.com), and affiliate-driven acquisition via the AWIN marketplace. Distribution into German elementary schools (Grundschulen) is maintained through 40+ years of in-classroom magazine presentations and sample-copy placements in reading corners, functioning as a top-of-funnel channel into parent subscribers. The company supplements its publishing core with the Bildungsinitiative educational umbrella, including the Klugschnabeln podcast on media literacy co-produced with dpa, and the Mein Montessori app. All 11 magazine titles carry the Stiftung Lesen quality seal, assessed annually on age-appropriateness, content quality, and reading-promotion criteria.

Sailer serves a distributed base of German-speaking households with children aged 2-15, supplemented by gift buyers, Austrian and Swiss subscribers, and a smaller institutional education buyer segment. International delivery is available worldwide (excluding the UK) on annual billing. Christophe Mauratille serves as Managing Director, with Dr. Stefan Kiener as head of publishing (Verlagsleitung). The company operates without disclosed external funding, institutional investors, or parent-company ownership.

Name

Sailer Verl

Legal name

Johann Michael Sailer Verlag GmbH & Co. KG

Website

https://sailer-verlag.de

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Sailer Verlag is a German children's publishing house producing 11 advertisement-free magazine titles for ages 2 to 15, plus the sailer lesen+ digital app, gift boxes, and the Klugschnabeln media-literacy podcast. It sells primarily via direct-to-consumer subscriptions to parents across Germany, Austria, and Switzerland.

Ownership category

akta.pro rank

Product category

Children's Magazine Publishing

NAICS

Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Children’s Subscription & Book Club Publishing (MPAJAFAO)

akta.pro secondary industries

Children’s Digital & Interactive Publishing (E-books, Apps, Enhanced Content) (MPAJAFAJ), Children’s Nonfiction Publishing (MPAJAFAE), Early Learning & Preschool Trade (Ages 0–5) (EDAGAIAA)

Keywords

• Children's magazines
• Youth publications
• Reading literacy
• Educational publishing
• Magazine subscriptions

Headquarters

HQ city

Offenburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Print Magazine Subscriptions: Core revenue stream from recurring magazine subscriptions. German-language magazines publish 12 issues per year; English-language magazines publish 10 issues per year. Subscriptions are available with annual, semi-annual, or monthly billing. Subscribers receive free digital access via the sailer lesen+ app.
2. Gift Boxes (Geschenkboxen): One-time purchase gift boxes (Kolala-Box, Kindergarten-Box, Erste Klasse-Box, Quivi-Box, Cool Kids Read-Box) that include a subscription start issue and physical items (games, stationery). Each box bundles a 12-issue subscription start with supplementary products. Germany and Austria delivery only.
3. Digital Subscriptions & Single Issues: Digital editions sold via the sailer lesen+ app for iOS and Android. Print subscribers receive free access to their subscribed magazine's digital editions. Individual digital issues and standalone digital subscriptions are also available for purchase. The app itself is free to download; in-app purchases enable additional content.
4. eLearning — I Love English Mini: Dedicated eLearning platform for I Love English Mini, accessible at iloveenglishmini.com. Customers purchase access codes delivered by post, granting access to online language learning content.
5. Affiliate / AWIN Marketplace: Sailer Verlag participates in the AWIN AG affiliate marketplace as an advertiser, providing advertising materials to publishers (website operators) who promote Sailer products in exchange for referral commissions.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Sailer Verlag publishes 11 advertisement-free children's and youth magazines for ages 2-15 across German and English languages, covering early literacy, nature/animals, general knowledge, and English language learning. The portfolio is complemented by the sailer lesen+ mobile app providing digital editions with embedded audio for English titles, and physical gift boxes that bundle magazine subscriptions with games and stationery.

Product overview

Sailer Verlag is a German children's magazine publisher offering a portfolio of 11 magazine titles for children aged 2 to 15, plus digital products and gift boxes. The core product line consists of children's and youth magazines covering themes including reading readiness, animal nature, world knowledge, English language learning, and general knowledge/trivia. Key German-language magazines include Kolala (ages 2+), Olli und Molli (ages 6+), Olli und Molli Kindergarten, Yupie!, Quivi/Benni, Wapiti, Tierfreund, Stafette, and Dein Planet. English-language learning magazines include I Love English Mini, I Love English Junior, and I Love English. The product ecosystem is complemented by gift boxes (Geschenkboxen) such as the Kolala-Box, Erste Klasse-Box, and Cool Kids Read-Box, which combine magazine subscriptions with games and stationery. Digital access is provided through the sailer lesen+ mobile app (iOS and Android), with free access for subscribers. The company also runs the 'Bildungsinitiative' educational initiative featuring the Klugschnabeln podcast (co-produced with dpa) for media literacy. Subscriptions are offered in various formats including standard reading subscriptions, combination subscriptions, mini-subscriptions, and gift subscriptions, all with flexible cancellation options.

Differentiator

Problem solved

Functional benefit

Brands

• sailer lesen+ App: Digital reading app for accessing digital editions of magazines on iOS and Android devices.

Products and services

• Kolala A reading-aloud magazine (Vorlesemagazin) for children aged 2 and older, featuring first rhymes, age-appropriate puzzles, and simple animal stories to promote language development and early literacy. Published as a 12-issue annual subscription.
• Olli und Molli A magazine for beginning readers (children aged 6+), offering pedagogically valuable reading content, puzzles, and crafts to develop reading competence and foster a love of reading. Published as a 12-issue annual subscription.
• Olli und Molli Kindergarten A magazine version designed for kindergarten-age children, serving as a transition title for children who have outgrown the Kolala reading-aloud magazine.
• Yupie! A magazine that follows Kolala, providing age-appropriate reading content for the next reading level after the initial 12 issues of Kolala.
• Wapiti A nature and animal magazine for children featuring animal portraits, collectible knowledge cards, and educational posters, designed for nature-loving children.
• Tierfreund An animal magazine for children aged 9+ covering animal news from around the world and environmental reports, providing educational content for nature-enthusiastic children.
• Stafette A knowledge and trivia magazine answering tricky questions and presenting exciting places and people, with facts from sports, music, film, and the digital world.
• Dein Planet A world knowledge magazine for children aged 11+ featuring news, interviews, and reports about youth, expeditions, adventures, nature, animals, media, sports, and stars.
• Quivi A magazine for children connecting school, leisure, and a spirit of discovery, providing reading, learning, and play inspiration.
• I Love English Mini An English language learning magazine for young children, with audio tracks included in every issue. After 10 issues, children transition to I Love English Junior.
• I Love English Junior An English learning magazine for children aged 7+ featuring audio tracks, puzzles, vocabulary, and culture, with each issue focusing on a specific theme with matching vocabulary sheets.
• I Love English An English magazine for teenagers aged 12+ featuring reports, puzzles, vocabulary, and audio tracks, bringing the world into the bedroom in English.
• sailer lesen+ App A mobile application for iOS and Android providing digital access to all Sailer Verlag magazine editions. Print subscribers receive free digital access to their subscribed titles; non-subscribers can purchase individual digital issues or subscribe digitally. Includes embedded audio tracks for the I Love English series.
• Kolala-Box A one-time gift box including 12 issues of Kolala magazine, a coloring book, 2 extra-thick Staedtler pencils, and digital reading access via the sailer lesen+ app, priced at EUR 79.20. Not available for delivery to Switzerland.
• Erste Klasse-Box A gift box for children aged 6+ containing a reading subscription starter, storytelling dice 'Meine Schulgeschichten', a door hanger, and a game box with riddles and cut-out game pieces.
• Cool Kids Read-Box A gift box for children containing a choice of magazine subscription, a wooden 4-in-a-row game, Happy Day pencils, a fidget eraser, and a branded storage box, priced at EUR 79.20. Delivery within Germany and Austria only.
• Einzelhefte (Individual Magazine Issues) Individual back-issue magazine copies available for one-time purchase for past months, as the newest issues are exclusively reserved for active subscribers.

Quantifiable outcome

• All 11 Sailer magazines carry the Stiftung Lesen quality seal, assessed annually on criteria including age-appropriate design, target-group content, child-appropriate advertising, reading promotion potential, and alignment with target group tastes and needs.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Stiftung LesencoreStrategic or Co-development PartnerStiftung Lesen (Reading Foundation) is a major German reading promotion organization. All 11 Sailer magazines carry the Stiftung Lesen quality seal, which is awarded annually based on criteria including age-appropriate design, content quality, child-appropriate advertising, and reading promotion potential. Sailer participates in the Stiftung Lesen's national reading promotion programs, including the annual Vorlesetag (National Reading Day).
• dpa (Deutsche Presse-Agentur)coreStrategic or Co-development PartnerSailer Verlag co-developed the 'Klugschnabeln' children's podcast with dpa (Deutsche Presse-Agentur), Germany's leading news agency. The podcast addresses media literacy, fact-checking, and fake news for children aged 8+. The partnership leverages dpa's journalism expertise and credibility to deliver verified news literacy content to children.
• FLIMMOminorStrategic or Co-development PartnerFLIMMO is a German media literacy organization providing guidance for parents on children's media use. Sailer Verlag collaborates with FLIMMO experts on content related to children's media consumption and media literacy, including joint interviews and educational articles published on the Sailer blog.
• platform X GmbH und Co. KG BonnminorImplementation/ SI/ Consulting Partnerplatform X GmbH und Co. KG Bonn handles subscription management, administration, and billing/invoicing for Sailer Verlag. Contact details for customer service and subscription changes reference platform X as the service provider.
• AWIN AGminorGTM or Marketing PartnerSailer Verlag participates in the AWIN AG affiliate marketplace as an advertiser. AWIN publishers (website and blog operators) can display Sailer advertising materials on their platforms in exchange for referral commissions on resulting sales.
• Julian Janssen ('Checker Julian')minorGTM or Marketing PartnerJulian Janssen, known as 'Checker Julian', is a German children's TV presenter and reading ambassador for Stiftung Lesen. He appeared as a panel speaker at the Klugschnabeln podcast launch and serves as a promotional figure for reading literacy in collaboration with Sailer Verlag.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GEOlino: German children's science and nature magazine published by Gruner + Jahr, targeting similar age groups (8-14) with educational content. Directly competes for parent subscription wallet share in the German children's magazine market.
• Blue Ocean Entertainment: German children's magazine publisher producing titles like Benjamin Blümchen, Petz, and Dragonball. Direct competitor in the subscription-based children's magazine market with similar age-range coverage.
• Tierfreund (Ravensburger): Wait — Tierfreund is one of Sailer's own titles. Instead: Benjamin Blümchen Magazin by Blue Ocean Entertainment is a comparable German children's magazine featuring animal themes and recurring subscription model.
• WWF Junior: German nature and environment magazine for children, similar to Sailer's Wapiti and Tierfreund titles. Subscription-based children's magazine competing in the same German market segment.

Broad incumbents

• Cornelsen Verlag: Major German educational publisher producing children's books, learning materials, and digital educational products. Competes for parent spend on educational content and teacher curriculum-supplementary materials.
• Beltz Verlag: Established German publisher of children's books, educational materials, and parenting resources. Comparable in curriculum-aligned educational publishing targeting the same parent and educator segments.
• Highlights for Children: Established US-based children's magazine publisher with subscription model for ages 2-12. Comparable product offering (advertisement-free, age-appropriate content) and globally recognized children's subscription brand.
• National Geographic Kids: Global children's magazine published by National Geographic Society, covering nature, science, and culture. Competes for parent subscription wallet in the knowledge/discovery magazine category alongside Sailer's Wapiti and Dein Planet.
• Klett Kinderbuch: German publisher specializing in children's books and educational materials for schools and parents. Competes for educational reading content spend in the DACH market, particularly through school channels.
• Stafette (Bauer Media): Bauer Media is a major German publishing conglomerate with children's magazine titles. Larger scale player with broader portfolio across consumer magazines, offering similar subscription products to parents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sailerverlag
• LinkedInlinkedin.com/company/sailer-verlag
• Instagraminstagram.com/sailer.verlag
• TikToktiktok.com/@sailer.verlag

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sailer Verl