Hoping to cash in on the huge number of romance readers who buy ebooks, Avon Books is launching a new imprint devoted solely to digital publishing. Avon Impulse will feature e-books and print-to-order novels and novellas by existing Avon authors while also looking for new talent for the e-book marketplace.

“Romance readers have been among the first to embrace books digitally,” says Liate Stehlik, senior vice president and publisher of Avon Books, an imprint of HarperCollins Publishers. “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 will publish several titles each month, and plans to eventually release new content on a weekly basis. According to the Avon press release, the books will still be acquired by Avon editors, and will benefit from targeted marketing and publicity plans, as well as powerful sales platforms.

“What sets Avon Impulse apart,” says 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.”

Being free from traditional printing constraints will allow Avon Impulse to edit, market and release the e-books more quickly.  

 “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,” says Carrie Feron, vice president and editorial director at Avon.

“There is so much opportunity right now within the romance genre,” Stehlik says. “Readers have found a rich array of fresh content using digital and e-reading devices.”

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.avonromance.com/impulse.

“We are looking for quality submissions across every romance subgenre,” says Feron.

Publishers are getting creative about finding new outlets to sell books – saying that national bookstores have peaked as a sales channel.

According to a recent New York Times article, a diverse range of stores better known for their clothes, food and other items have been adding books. “Anthropologie has increased the number of titles it carries to 125, up from 25 in 2003. Coldwater Creek, Lowe’s, Bass Pro Shops and even Cracker Barrel are adding new books.”

Some of the big box stores are also making changes. The NYT reports that Target is stocking fewer male-oriented best sellers while increasing women’s and children’s titles. I find this interesting since my local Target already has a pretty good supply of romances. I look forward to having even more to choose from. So many talented authors never get a place on the shelf at the mass retailers- maybe more will be included now.

According to the NYT, Kitson – a string of boutiques that draws celebrity shoppers – sold 100,000 books in 2010, double what it had the previous year. Kitson’s owner tells the NYT that publishers have turned aggressive about selling to Kitson as traditional bookstores switched focus or closed.

Borders filed for bankruptcy protection in February while announcing the closing of many of its stores across the country. Barnes and Noble is devoting more floor space to games and toys.

I love this trend of spreading books around. As far as I’m concerned, the more the better. After picking up that perfect jacket or pair of jeans, I’ll be more than happy to throw a book into the shopping bag as well. Considering the price of clothes, a book will seem like an even better deal!   

Self-epublished authors continue to make a name for themselves by showing up on the bestseller lists. Lower price points could be helping them along. I know I’m more likely to try a new author if her ebooks sell for under $3.

For the week ending Feb. 6, 2011, three of self-epublished sensation Amanda Hocking’s young adult paranormals appeared on the USA Today bestseller list.  All three were in the top 50. (According to Publishers Weekly, the New York Times ebooks bestseller list excludes self-published ebooks.)

According to USA Today, Hocking sold more than 450,000 copies of her nine titles in January alone.

Hocking, 26, lives in Austin, Minnesota. On her website, she reports her trilogy has been optioned for a film. She is represented by agent Steve Axelrod.

Hocking’s blog also says that her eight self-epublished books sell for between $.99 and $1.99 – and that she’s sold 900,000 copies of her books (including a novella) since April 2010.