Avon Books Launches e-Romance Imprint

Avon Books, an imprint of HarperCollins Publishers, has announced the debut of Avon Impulse, a new imprint dedicated to digital publishing. The new imprint will feature e-books and print-to-order novels and novellas by existing Avon authors, and will seek new talent to nurture in an e-book marketplace that finds Romance experiencing expansive growth.

Liate Stehlik, Senior Vice President and Publisher of William Morrow and Avon Books:

“Romance readers have been among the first to embrace books digitally. Their passion has encouraged us to introduce a line of romance e-books, which empowers Avon to publish more quickly, with an eye to what’s trending in fiction.”

The new imprint is looking to publish multiple titles each month, eventually releasing new content on a weekly basis. The Avon Impulse brand has grown organically from Avon’s existing publishing program and offers authors all the strengths of Avon’s widely respected team. Books will be acquired by Avon editors, and will benefit by targeted marketing and publicity plans, as well as powerful sales platforms.

Affirms Stehlik:

“What sets Avon Impulse apart, is that authors are signing to work alongside the Avon team, and will benefit from the same platforms that Avon authors have always enjoyed.”

As part of the imprint’s publishing strategy, each Avon Impulse e-book will benefit from a dedicated “five-point” marketing and publicity platform, helping build awareness in the competitive marketplace. Plans include cross promotion, digital marketing and publicity, social media outreach, interactive assets and coaching, as well as targeted online retail placement strategies.

Carrie Feron, Morrow/Avon Vice President and Editorial Director:

“Without traditional printing constraints, we can edit, market and release e-books more quickly, allowing unprecedented speed to market. The Avon Impulse imprint also allows us greater flexibility in the length of books we can publish – from novella to full- length fiction, and enables us to explore new themes in romance.”

Stehlik says:

“There is so much opportunity right now within the romance genre. Readers have found a rich array of fresh content using digital and e-reading devices. It’s crystal clear that we can nurture great talent via Avon Impulse’s e-book publishing platform – and that there is already a very dedicated fan base of savvy digital readers.”

The line launches with A Lady’s Wish, an original e-novella by Katharine Ashe; on-sale 3/15/11; and then features Royal Wedding, a historical romance short fiction anthology by Stephanie Laurens, Gaelen Foley and Loretta Chase, timed to coincide with the nuptials of Britain’s most beloved young couple. Later in the season bring four releases from Lavinia Kent and a prelude to Karina Cooper’s Avon debut, Blood of the Wicked. Jaime Rush launches a brand new series with a digital short; and a full-length paranormal romance novel by author Kristin Miller will be released in the summer.

Avon Impulse is currently in the acquisition and production process for e-books to be published in 2011 and 2012. “We are actively looking to acquire for Avon Impulse,” says Feron. Authors looking to submit to Avon Impulse can find guidelines and an online submission portal at www.avonimpulse.com. “We are looking for quality submissions across every romance subgenre,” says Feron.

Avon Impulse e-books will be made available at all online retailers, everywhere in the world where English-language e-books are sold. For those seeking a hard copy of individual Avon Impulse titles, print-to-order books will be available from online book retailers.

For more information on Avon Impulse, and a detailed FAQ, visit www.avonimpulse.com

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  • AllanStutts

    I think this is a really smart decision for Avon. Romance readers have a voracious appetite, and on top of that, I think romance books are especially well suited to both e-readers and impulse buys (which e-readers make easier). While we may love the covers, we don’t always want them to be visible when we’re reading! E-readers work well for this.