As the importance of service providers in the industry increase, the Wildcard program offers an opportunity for new companies to attend and expand the range of services and contribute fresh perspectives.

By Erin L. Cox, Publisher | @erinlcox

Last month, Frankfurter Buchmesse announced their Publishing Partner Wildcard program is open for applications. This program awards two wildcard slots for companies to exhibit at next year’s book fair. Any service providers in the international publishing and information industry can apply for one of the two free 8 square meter stands. Applications are open until January 15, 2026.

To get more information about the program, Publishing Perspectives sat down with Barbara Roelle, Key Account Manager for Frankfurter Buchmesse, who handles the program.

Publishing Perspectives: Can you tell us why you started the Wildcard program?

Barbara Roelle: We recognize that service providers are playing an increasingly important role in the future of the publishing industry. That is why we are specifically strengthening this exhibition area. With the Wildcard, we are bringing new “impulse buyers” to the trade fair who will expand the range of services and contribute fresh perspectives.

The campaign is a powerful communication opportunity for us: it appeals to companies that have not yet exhibited or have taken a break, and motivates them to consider a presence at Frankfurter Buchmesse. Perhaps this will make them realize that the fair could be exactly the right place to showcase themselves.

PP: What have past winners said about their experience – has attending the book fair helped their business, grown their networks, etc?

BR: The winners came to the trade fair with young or specialized business models and suddenly found themselves in an environment of established market players. Reinforced by our communication measures, this greatly increased their visibility and strengthened their positioning. In addition, they benefited from the same effects that are crucial for all exhibitors: a significant expansion of their network, a sharpened market presence, and new business prospects.

PP: What advice do you have for any company looking to submit an application?

BR: We place particular emphasis on clearly demonstrating the specific benefits that the service offered provides for publishers, booksellers, or other market participants. Specialized niche solutions can also be extremely relevant and often impress precisely because of their clear focus.

And we like to be surprised: creative communication and marketing ideas can further strengthen your application. Our tip: make it clear what you want to use the trade fair appearance for and what potential you see in it – this is exactly what helps us to classify your application correctly.