Tolino Media

What Tolino Media does

Tolino Media GmbH & Co. KG, headquartered in Munich (Albrechtstr. 14, 80636), operates a contract-free self-publishing platform for the German-speaking market. Founded in 2015 as the self-publishing arm of the tolino-Allianz consortium — comprising leading German book retailers Thalia, Hugendubel, Osiander, and Libri — the platform enables independent authors to publish in three formats: eBooks (free, no setup fee), Print-on-Demand (one-time €18.90 fee including ISBN and VLB registration), and Audiobooks (free, launched April 2026). Distribution is automatic to the tolino-Allianz online shops and via VLB/barsortiments for print, with optional opt-in distribution to Amazon, Apple Books, Google Play, Audible, Spotify, BookBeat, Skoobe, divibib/Onleihe, and other international channels.

The platform's core technology consists of a WordPress-based marketing website and a proprietary self-service portal (portal.tolino-media.de) that handles automated file conversion (Word/ODT to eBook formats), metadata management, price controls, and per-channel opt-ins. Quality assurance combines manual editorial review with AI-assisted checks for compliance with content standards and legal requirements. Sub-brands include the IndieWelten biweekly podcast, the annual Newcomerpreis (up to €3,500 prize pool), and SchreibBarCamp (annual unconference in Mainz). The platform has accumulated 22,000+ authors since launch, served by a small team (1–10 employees), and celebrated its 10-year anniversary in 2025.

The business model is a hybrid of low-take-rate marketplace commissions and fixed fees. tolino media retains 13–33% on eBook sales in tolino-Allianz shops (authors earn up to 87%) and 30–60% on third-party channels; audiobook and Skoobe/divibib library royalty splits pay authors 70% of net proceeds. The company is structured as a German GmbH & Co. KG (HRA 98454), with its general partner being tolino media Verwaltungsgesellschaft mbH. Current management includes Geschäftsführer Dr. Bernhard Mischke, Geschäftsleiter Michael Döschner-Apostolidis (since September 2022), and incoming Selfpublishing division lead Carmen Udina (effective July 2026). No external venture capital or PE funding is disclosed, and the company operates as a strategically-aligned but legally separate entity within the tolino-Allianz ownership structure.

Name

Tolino Media

Legal name

tolino media GmbH & Co. KG

Website

https://tolino-media.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Tolino Media is the contract-free self-publishing platform of Germany's tolino-Allianz (Thalia, Hugendubel, Osiander, Libri), enabling 22,000+ independent authors to publish eBooks, print-on-demand books, and audiobooks with automatic distribution to leading DACH retailers and optional global channels.

Ownership category

akta.pro rank

Product category

Self-Publishing Platform

NAICS

Book Publishers (51313), Software Publishers (5132)

SIC

Books: Publishing Or Publishing & Printing (2731), Book Printing (2732), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Self-Publishing Platforms (KDP-style Marketplaces & Portals) (MPAJAJAA)

akta.pro secondary industries

Self-Publishing & Author Platforms (BPAMAJAF), Audiobook Retail & Subscription Platforms (Direct-to-Consumer) (MPAJAIAD), Author Service Marketplaces & Aggregators (Vetting, Bundled Services) (MPAJAJAB)

Keywords

• Self-publishing platform
• Ebook publishing services
• Print-on-demand publishing
• Audiobook distribution
• Digital publishing platform

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. eBook Publishing Commission: Free to publish eBooks. Revenue is generated as a commission (take-rate) on sales. Authors receive 87% of net proceeds for sales in tolino-Allianz shops (price range 3.99€–24.98€), with 67% for prices outside that range. For all other distribution channels (Amazon, Apple Books, Google Play, etc.), authors receive 70% (price range 3.99€–24.98€) or 40% outside that range. The platform earns the difference as distribution commission.
2. Print Book Publishing – One-time Setup Fee: Authors pay a one-time fee of 18.90€ per book project upon release for publishing and distribution, which includes ISBN and VLB registration. Authors receive a selling margin on each unit sold through retail channels, after deducting manufacturing costs, trade discounts, and distribution costs.
3. Print-on-Demand – Author Self-Order: Authors can order printed copies for their own use (starting from 1 copy) at print-cost prices, with no basic fee. Revenue for tolino media comes from the printing and processing costs passed to the author.
4. tolino select – eBook Subscription: Authors opt into the subscription box. Royalties per 'read' (10% progress): 90 cents (novelles ≥4.99€), 50 cents (below 4.99€), 25 cents (backlist). tolino media retains the remainder of the per-read revenue collected from the subscription service.
5. Library Licensing (divibib): Authors receive 70% of the net library license fee for each digital lending through divibib/Onleihe, after a 25% commission is deducted from the net license price.
6. Skoobe eBook Flatrate: Authors receive 70% of the net proceeds for each eBook read by Skoobe subscribers, after Skoobe's share is deducted. Net proceeds vary monthly based on the total number of reads across the Skoobe catalog.
7. Audiobook Distribution: Authors receive 70% of net proceeds from sales and streaming of audiobooks across all platforms (tolino Audiobook, Audible, BookBeat, Spotify, Apple Books, Google Play, etc.). Publishing is free with no setup fee.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Tolino Media operates a self-publishing platform that enables authors to independently publish and distribute eBooks, Print-on-Demand (Printbuch), and Audiobooks (Hörbuch) without contract binding. Authors upload manuscripts and audio files through a proprietary portal (portal.tolino-media.de), which handles automated file conversion, content quality review, and metadata management. The platform automatically distributes published works to the tolino-Allianz retail network (Thalia, Hugendubel, Osiander, eBook.de, Bücher.de, Buchhandlung.de) and optionally to additional channels including Amazon, Apple Books, Google Play, audiobook platforms, library lending via divibib/Onleihe, and the Skoobe subscription service.

Product overview

tolino media is a self-publishing platform operated by tolino media GmbH & Co. KG (a member of the tolino-Allianz of German booksellers: Thalia, Hugendubel, Osiander, and Libri) that enables authors to publish and distribute books in three formats — eBooks, Print-on-Demand (Printbuch), and Audiobooks (Hörbuch) — without exclusive contracts or binding commitments. The core product is the tolino media publishing portal (portal.tolino-media.de), which provides upload, conversion, quality review (partially AI-assisted), metadata management, and distribution to retail, library, subscription, and streaming channels. Authors can publish via the portal and access additional services: tolino select (ebook subscription via tolino-Allianz), Skoobe (subscription), divibib/Onleihe (library lending), and distribution to Amazon, Apple Books, Google Play, tolino Audiobook, audible, BookBeat, Spotify, and other audiobook platforms. The platform also supports authors through community programs, events, and the IndieWelten podcast, serving over 22,000 authors since 2015.

Differentiator

Problem solved

Functional benefit

Brands

• tolino media Newcomerpreis: Annual award for emerging Selfpublishing authors, with prize money up to 2,000 EUR and marketing packages.
• SchreibBarCamp by tolino media
• tolino select

Products and services

• eBook publishing (eBook-Veröffentlichung) Self-publishing service enabling authors to convert and distribute digital text eBooks to the tolino-Allianz retail network and extended channels (Amazon, Apple Books, Google Play, Skoobe, Onleihe). Authors receive royalties of up to 87% on sales between €3.99–€24.98 in tolino shops, and 70% in other channels.
• Print-on-Demand publishing (Printbuch) Print-on-Demand publishing service allowing authors to distribute printed books to the book trade via ISBN and the Verzeichnis Lieferbarer Bücher (VLB), and to order copies for personal use starting from 1 copy. A one-time base fee of €18.90 includes ISBN and VLB registration. Uses digital printing partners and book trade distributors for efficient fulfillment.
• Audiobook publishing (Hörbuch) Audiobook publishing and distribution service enabling authors to reach listeners via tolino Audiobook and major audiobook/streaming platforms including Apple Books, Audible, BookBeat, Deezer, Google Play, Rakuten Kobo, RTL+, Spotify, and Thalia. Authors receive 70% royalty on net proceeds.
• tolino media Publishing Portal The web-based self-service portal (portal.tolino-media.de) where authors register, upload manuscripts (Word/ODT for eBooks, audio files for audiobooks), manage metadata, set prices, track sales trends, and control distribution settings across all three publishing formats and channel opt-ins.
• tolino select (Abo-Service) eBook subscription service of the tolino-Allianz offering subscribers limited eBook reads per month for a fixed fee. Authors opt in per title; eligibility requires minimum price €3.99, minimum 150 pages, and 4+ weeks publication. Authors earn €0.90 per read for novelles (≥€4.99), €0.50 for novelles (<€4.99), and €0.25 for backlist titles.

Quantifiable outcome

• Authors can receive royalties of up to 87% on eBook sales in tolino-Allianz shops (for prices between 3.99€ and 24.98€)
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• CALVENDOminorGTM or Marketing Partner · 1 April 2026tolino media partnered with CALVENDO (a calendar publishing platform) for the CALVENDO Kalender-Wettbewerb (Calendar Competition). tolino media sponsors a special prize for an AI-free calendar with a cohesive connection to the author's book. The competition runs through a two-stage jury process, with four calendars awarded and winners highlighted at the Frankfurt Book Fair 2026.
• Digital Printing Facilities and BarsortimentscoreChannel Partner/ Reseller/ Distributor · 9 November 2021tolino media partners with leading digital printing companies and all major German book barsortiments for its print-on-demand services. This enables flexible printing from single copies to larger runs, with fast fulfillment to end customers and book retailers.
• Open Publishing (Open Publishing GmbH)coreTechnology or Integration · 8 February 2021Open Publishing served as the technical partner for expanding tolino media's eBook distribution to additional channels including Amazon, Apple Books, and Google Play in early 2021. This enabled tolino media to evolve from a tolino-Allianz-only distributor to a 'One Stop Shop' covering the entire national and international eBook market.
• tolino-Allianz (Thalia, Hugendubel, Osiander, Libri)coreStrategic or Co-development Partner · 1 January 2015tolino media is the self-publishing platform of the tolino-Allianz, the alliance of Germany's leading book retailers: Thalia, Hugendubel, Osiander, and Libri. tolino media was founded in 2015 as a joint initiative of these partners. All published works are automatically distributed to the tolino-Allianz online shops, giving authors direct access to Germany's largest bookstore chains. Print books are listed via the VLB and can be ordered by any bookshop through barsortiments.
• divibib (Onleihe)coreChannel Partner/ Reseller/ Distributordivibib is the library service (operator of the Onleihe platform) that allows public libraries worldwide to acquire licenses for and lend tolino media eBooks to their patrons. Authors can opt in to this channel and receive 70% of the net library license fee per lending. tolino media automatically delivers Pflichtexemplare (legal deposit copies) to the Deutsche Nationalbibliothek (DNB) for audiobooks.
• SkoobeminorChannel Partner/ Reseller/ DistributorSkoobe is an eBook flatrate subscription service (www.skoobe.de) that allows subscribers unlimited reading for a monthly fee. tolino media authors can optionally distribute their eBooks through Skoobe and receive 70% of the net proceeds per read. Authors can deactivate this channel at any time.
• HetznerminorOthersHetzner provides web hosting for the tolino media author portal (portal.tolino-media.de). Servers are located in Germany.
• DigitalOceanminorOthersDigitalOcean provides web hosting for the main tolino media website (www.tolino-media.de). DigitalOcean is certified under the EU-U.S. Data Privacy Framework.

Scale indicators4 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• PublishDrive: Self-publishing distribution platform for eBooks, audiobooks, and print, offering authors multi-channel distribution and analytics. Comparable to tolino media's aggregator/distributor position across multiple formats and retail channels.
• Lulu: Self-publishing platform offering print-on-demand and eBook distribution with global retail reach. Comparable on the multi-format (eBook, print, audiobook-adjacent) self-publishing marketplace model serving indie authors.
• IngramSpark: Wholly-owned subsidiary of Ingram that provides print-on-demand and eBook distribution to physical bookstores worldwide. Directly comparable to tolino media's print-on-demand service with VLB listing and bookstore ordering through barsortimente.
• Findaway Voices / Spotify for Authors: Audiobook self-publishing distribution platform (acquired by Spotify) offering wide distribution to Audible, Apple, Google Play, libraries, and Spotify. Closest direct competitor to tolino media's new audiobook distribution product across retail, library, and streaming endpoints.
• Draft2Digital: US-based self-publishing aggregator distributing to all major retailers including Amazon, Apple Books, Kobo, and library platforms. Directly comparable to tolino media's "one stop shop" model of distributing indie titles to many sales channels from a single author account.
• StreetLib: European self-publishing distributor serving indie authors with eBook and print distribution to hundreds of stores including Amazon, Apple, and Google. Comparable aggregator model with European presence overlapping with tolino media's DACH market.
• XinXii: German-based self-publishing platform headquartered in Berlin, distributing eBooks and print to multiple retailers. Closest German-market direct competitor to tolino media, serving indie authors in DACH with a similar aggregator/distribution model.

Others

• Thalia (tolino-Allianz parent): Major German bookstore chain and one of the founding partners of the tolino-Allianz. Listed as a peer because Thalia is both a distribution channel and an owner of tolino media, making the commercial relationship strategically central to the platform's distribution moat.

Broad incumbents

• ACX / Audible (Audiobook Creation Exchange): Amazon-owned audiobook self-publishing platform offering royalty share and distribution through Audible, Amazon, and Apple Books. Comparable on the audiobook self-publishing distribution model that tolino media's April 2026 launch directly competes against.
• Amazon Kindle Direct Publishing (KDP): Amazon's self-publishing platform, the global category leader for indie eBook and audiobook publishing (via ACX/Audible). Comparable to tolino media on the core self-publishing marketplace model for eBooks and audiobooks, though KDP operates globally with massive scale while tolino media focuses on the DACH region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tolino_media
• YouTubeyoutube.com/c/tolinomedia
• Facebookfacebook.com/tolinomedia
• Instagraminstagram.com/tolino_media

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Tolino Media