Reality is impacting the romance world yet again. On the heels of the royal wedding, which spawned several related romances, the focus has now shifted to Navy SEALS.

The Washington Post has picked up on the buzz surrounding the elite troops, which began after their daring raid on the Pakistan compound where Osama bin Laden had been hiding out.

Reporter Annys Shinn writes: “…people can’t get enough of the SEALs. There are some who want to know what it’s like to be one, and others who want to know what it takes to become one. Then, there are those who want to know what it might be like to, well, “be” with one.”

The talk first started on Twitter with comments from editors, agents and writers.

Deborah Nemeth, editor for Carina Press, Harlequin’s digital-first imprint, tweeted, “I wouldn’t mind some SEAL hero submissions. I predict a massive upsurge in Navy SEAL romance heroes.”

Avon’s May Chen seconded that, tweeting, “Navy SEALS make the best heroes–in real life and in romance novels.”

As Shinn reports, it can take 18 months for a manuscript to get onto store shelves while ebooks take a few months.

So the question is: will this surge of interest in SEALS last until the books can make it to market?

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.