“Ingrid Haunold” is a micro-press publishing business based in Ottensheim, Austria. It was founded in 2026 by me, Ingrid Haunold. I am the sole proprietor of the business that bears my name, and the only person involved in running that business.
Micro, indeed.
“Argiletum 21” is the URL of this website which I set up to provide you with information about all my publishing activities. Unlike other publishing houses, I won’t just inform you about the finished products, I’ll take you along on the (publishing) ride. On this website, I will document my publishing journey from start to finish: You’ll get a first-row look at a start-up business with a teeny-tiny budget, and no employees. I’ll get to make all the decisions (yeah!), but I also need to own all my mistakes (yeah?). You’ll witness me triumph (books published!), and fall flat on my face (many, many times!). Scary? Yes! But it’ll also be a lot of fun.
Why Argiletum 21 ?
The term references my approach to book publishing and book selling as a micro-press publisher in the 21st century (21… 21st century… get it?): A mixture of push and pull marketing, but considerably more pulling than pushing.
In ancient Rome, Argiletum was the name of a street where books were sold. Several ancient Roman authors, like the Stoic philosopher Seneca or the poet Horace referenced Argiletum in their writings. If you wanted to buy books in ancient Rome, that’s where you went to buy them.
Ancient Roman book publishers and booksellers successfully managed to pull customers to their brick-and-mortar businesses in the Argiletum street, which was located in the Suburra district, and close to the Forum Romanum. Buyers sought out the book publishers and booksellers, they came to them. In marketing terms, this strategy is called “pull marketing.”
Today, many book publishers – especially large, multi-national publishing houses – pursue another strategy: “push marketing.” High offset print runs of newly published books are pushed out the door as quickly as possible to reach as many potential buyers as possible in as short amount of time as possible. Numerous different distribution channels are utilized to achieve that goal.
But this approach to bookselling often results in high book return rates from bookstores to publishers. Big publishing houses can afford to absorb the financial losses resulting in high rates of book returns, and from push marketing strategies in general; micro-press publishers can’t.
So what’s a micro-press publisher to do?
When I set up my publishing business, I decided early on to focus on a predominantly “pull marketing” strategy to publish, distribute, and market my books. I don’t have a choice, really, as money is tight, and I need to utilize printing, distribution, and marketing options that require little or no up-front financial investment.
Just like the publishers and booksellers of ancient Roman times, I need to pull customers in, make them seek out the books I publish, and make them come to me.
And that’s why I set up this website, Argiletum 21: A virtual Argiletum for the 21st century. This is where I am, this is where you’ll find me.
Welcome!