Conceptualization of knowledge transfer
Non-fiction books occupy a significant position in the contemporary book market, as they convey knowledge in a structured, accessible, and practice-oriented manner. For authors, however, conceptualizing a successful non-fiction book is a complex task that requires strategic thinking, analytical skills, and professional project management. Successful non-fiction writing is less a creative act and more a goal-oriented process that combines planning, structuring, and communication skills. Joachim Hermanni’s contribution analyzes key success factors in writing a non-fiction book, integrating insights from writing research, the experiences of professional authors, and practice-oriented recommendations from relevant guide literature.
Interview with Prof. Dr. Hermanni on the Conceptualization of Knowledge Transfer
When people talk about media culture today, the book as a medium of communication is often left out. Why is that?
Professor Hermanni: Books are often viewed as a “traditional” medium, while public attention is currently heavily focused on social networks, streaming, or AI. Yet, the book remains one of the most important cultural media of all. Books structure knowledge, shape social debates, and create cultural memory.
At the same time, the industry is undergoing a transformation: In Germany, around 65,000 to 70,000 new titles are published every year. At the same time, the number of buyers is declining, while costs and bureaucratic demands are rising. This shift is particularly pronounced in the academic publishing market, where the digital share is now estimated at 50 to 70 percent. Today, downloads, databases, and digital platforms shape many academic publishers more than the printed book.
In July 2026, your 15th book, Media Psychology: Theories, Effects, and Digital Dynamics, will be published—this time by utb. What motivates you to keep writing?
Professor Hermanni: For me, writing is a form of social reflection. Many topics emerge from observing digital transformation or from academic discussions. Books allow for depth and context—something that is frequently lost in fast-paced digital communication. Therefore, I do not publish solely to transfer knowledge, but also to better understand social developments and open them up for discussion.
Your books have now reached over 2.5 million downloads and sales. Has this changed your view of today’s media culture?
Professor Hermanni: Yes, in digital media, visibility is often generated quickly—and often disappears just as rapidly. Books work differently—they are more long-term, sustainable, and often more substantial. This is precisely why I consider them an important cultural medium.
Why should people still publish their own books today?
Professor Hermanni: A book makes expertise visible and can strengthen one’s professional reputation. However, it is important that the topic has sufficient depth, targets specific audiences, and fulfills a clear function—such as conveying knowledge or providing guidance.
Anyone who writes a book is not just developing a product, but is always formulating their own perspective on media, society, and culture. Those interested can find further specific recommendations on book writing at buch-schreiben.com.
