Avon Books Introduces e-Book Publishing Brand

NEW YORK—March 7, 2011—Avon Books, an imprint of HarperCollins Publishers, 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.

“Romance readers have been among the first to embrace books digitally,” says Liate Stehlik, senior vice president and publisher of William Morrow and Avon Books. “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.

“What sets Avon Impulse apart,” affirms Stehlik, “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.

“Without traditional printing constraints, we can edit, market and release e-books more quickly, allowing unprecedented speed to market,” says Carrie Feron, Morrow/Avon Vice President and Editorial Director. “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.”

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