Today, HarperCollins/Avon announced their new digital line, Avon Impulse. Twitter is all atwitter about it. Below is the official announcement direct from HarperCollins:
Give in to Impulse:
Avon Books Introduces Digital Publishing Imprint
Avon Impulse Launches March 2011 with e-Original Romances
NEW YORK, NY, March 7, 2011 – Today, Avon Books, an imprint of HarperCollins Publishers, announces 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.”
“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. 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.avonromance.com/impulse. “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.avonromance.com/impulse.
ABOUT HARPERCOLLINS PUBLISHERS
HarperCollins, one of the largest English-language publishers in the world, is a subsidiary of News Corporation (NYSE: NWS, NWS.A; ASX: NWS, NWSLV). Headquartered in New York, HarperCollins has publishing groups around the world including the HarperCollins General Books Group, HarperCollins Children’s Books Group, Zondervan, HarperCollins UK, HarperCollins Canada, HarperCollins Australia/New Zealand and HarperCollins India. HarperCollins is a broad-based publisher with strengths in literary and commercial fiction, business books, children’s books, cookbooks, mystery, romance, reference, religious and spiritual books. With nearly 200 years of history HarperCollins has published some of the world’s foremost authors and has won numerous awards including the Nobel Prize, the Pulitzer Prize and National Book Award, the Newbery Medal and the Caldecott. You can visit HarperCollins Publishers on the Internet at http://www.harpercollins.com.
I think for HarperCollins, this was something they had to do to keep up with the ever increasing speed at which digital publishing, ereaders, iPads, android tablets and any other device you can read with are being bought and utilized. Who is this going to benefit? Very definitely readers, giving them more choices in terms of the kind of stories, books released at a greater frequency and varied book lengths. It can also be of great benefit to writers but it all depends on what the writer hopes to achieve in publishing with Avon Impulse.
I see this as a great opportunity for an author if what is most important to them is:
- Exposure and recognition and distribution guaranteed by the Avon name.
- Editing, cover art, marketing and promotion that usually comes with being with a NY traditional publishing company.
I can also see Avon authors releasing novellas through this imprint to create more awareness for an upcoming full-length print book.
However, if you are an author whose top priority is making money, this may not be the best deal for you. Here’s the breakdown in how the Avon Impulse imprint pays.
- No advance – This is common in epublishing companies.
- Royalty – 25% royalty is paid on the first 9,999 books sold. Once the book reaches 10k sold, the royalty goes up to 50%. Now if this royalty was paid on list price, I would say this is an average sort of deal. Reaching 10k is no small feat, especially for an unknown author. However, the royalty is paid on net. Which means if yur book retails for $3.99 and the cost incurred in the production and distribution of the book is $1.99, then you will receive 25% of the difference, so in this case $2.00, which would then net the author .50 per book. This works out to 12.5% of list price. If you apply the same rules to 50% royalty after you hit the 10k mark, the author will receive $1.00 per book, which is 25% of list price. Most epublishers pay royalties of anywhere from 35-40% of list price (not including third party vendors), so Avon Impulse is offering authors significantly less in earnings.
- I’ve checked out the submission page and it requires more than just a query, synopsis and manuscript. I’m not sure that I’m in love with it. Anything that requires me to write more than I already have, tends to make me antsy.
So that’s pretty much it. And since this is an Avon imprint we’re talking about, I’m going to give away some Avon books. Just tell me what you as a reader or/and an author thinks about the new Avon Impulse line. Comment to enter to win. 🙂
Hmm. This could go so many ways . . . The only sure thing is that ebooks are here to stay. Wish I had a crystal ball so I could figure out where the winners will come from in all this confusion!
Not sure how I feel about this. However, I’ve become a fan of ebooks. It’s easier to download a book immediately and not have to wait a week or 2 in the mail. We’ll just have to see who the winners are when it’s all said and done.
think it’s prob beneficial to the authors, company & publishing in general, but kind of a bummer for those who prefer books or don’t have ereaders for what ever reason. hate to see printed books disappearing as I enjoy going to the book store to browse as well as the library. looks like books will eventually go the way of albums & records did in music.
I am *impulsively* thinking of adding it to my list of potential publishers for my novella. Once it’s polished, of course. 😀
As a reader: I think it is a good idea. I haven’t buckled down yet and bought an ereader, but if I did, I think I would appreciate getting Avon ebooks. (not to say anything against other publishers) It would be a very high quality of writing with proper editing (given the professionalism and ‘branding’ that is Avon) at a great price and convenience. Sometimes, I think readers don’t want to spend the 7.99 to try out a new author, so checking them out first through ebooks at a reduced rate (and then if they sell well, avon might move the author to paperback/hardcover publishing) could help their career in the long run- Plus, avon’s exposure and notoriety would act as a vouch/endorsement, in some ways makeing reader want to try a newbie even more.
I am surprised by just how many of my favorite authors were released in ebook format first or have tried out exclusively releasing in ebook format. I guess I’ll go with the motions for now, but I’ll always be a paperback whore 😉
As an aspiring writer: makes me think that if I one day seek to be published, more and more publishers might start their own ebook imprint and only offer ebook publishing if I want to be published with them. I think the dream is to hold/molest the cover of your own published work, wrap it up in Christmas paper and shove it down the throat of all those who said you couldn’t write your name let alone a novel, have it molder away on a library shelf as you molder away on a porch rocking chair- so sentimentally, it would make me the tiniest bit wary. Money-wise, not sure how I feel about that either. Who DOESN’T wish they could make a living off of doing what they love (writing)? Some might think if that were the case, self-publishing would be a better alternative. But then you volley back to Avon’s name as a brand and what type of benefits and exposure would come from being an ‘Avon Author’ (even if it’s exclusively in e-print). So I guess depending on the authors individual goals and aspirations, it could be either/or. Do you write to live, live to write, or find yourself with a foot in both backyards (or 90% in one backyard and a pinky toe in the other)?
But once again, I am so sentimental, so idk if it would work for me if I were ever so blessed to write something that didn’t suck 😛
I can see the established authors doing this on their own (without Harper-Collins) and therefore getting $1.50 per book sold on Amazon, etc. It’s coming that way, if you read their Author blogs from about a year ago.
I have an erader now, and like it a lot; however… I can’t forsee a total demise of the printed book just yet.
Susan
Harper Collins has already proven that they are tone deaf on the subject on ebooks, given the controversy stirred up last week by them instituting limits on how many times an ebook can be lent before they force the library to rebuy it. I’m not a fan of any corporation that doesn’t support libraries, and I’ve pretty much decided to avoid their books whenever possible so that applies to this new line also. I wasn’t buying many books from the Agency publishers anyway, due to their insane pricing policies, and I’m sure this will just be more of the same.
It’s an interesting project. Personally, I like regular print books, but I did buy a Nook two weeks ago. It was okay once I figured out how to stop and get back where I was. That will take practice before I can enjoy the story without the hassle.
I could be good in some ways, but I still like regular print books most of the time. Besides, if they are expecting authors to write more books in shorter amounts of time, won’t that likely cause less indepth, well written stories? I would much rather wait the regular amount of time, and get a great book, than get books more often but that are not as good.
Could be good. I guess only time will tell.
How does what they offer compare to say, Carina Press? I’d hope that CP’s terms were better than these.
I’m all peeved with HC at this point due to their restrictions on ebooks for libraries (hey, as a librarian it really really really pissed me off!) and planned to avoid their books. This doesn’t change it for me.
I’d also be very interested in seeing what they plan to charge for their ebooks — if it is the same as a paper copy, eh, so not interested. I have a Kindle but refuse to pay the same price for an ebook as a paper book. I’ll just wait and buy a used copy in a few months…
I’m not a huge ebook buyer (a very rare one actually) and don’t own a reader but I’m happy for those who will find this convenient 🙂 I like my hard copies way too much to ever switch to e-reading, in fact the ebooks I do read and love I want in hard copy so I can place it on my shelves!
One thing that will definately influence me is whether my favorite authors endorse it. I have alot of favorite authors who write for Avon and if they do endorse it, I would be more inclined to purchase books this way. I would like to see alot of older books be released as e-books, considering how hard it is to find copies of books released 10 years ago or longer. They are often out of print and you have to be lucky to find a good, used copy.
My first e-books were Julia Quinn’s Bridgertons (2008 seems so long ago in ebook years) and I quickly purchased her 2nd epilogues that were e-only. I think its a great idea as long as the quality remains high and the e-novellas self-contained. Id be beyond pissed if I paid $2 or $3 for a crappy excerpt teaser type short. Also thanks for explaining the royalty terms. I wonder if agented authors have any negotiating room?
I’m excited about this — I also purchased Julia Quinn’s – 2nd epilogues from them when they first came out. I’m wondering what eformat these shorts will be. Not everyone has a Kindle!
I’m excited to have another source of ebooks for my reader.
I’m witholding judgment for now, but I do think it’s intriguing. Pricing will be a key point, as will the length and quality of the story. I do think there is potential though
Just another indication that ebooks & ereaders are not going away any time soon. But, if it’s as you say and revenues back to the author are so paltry, will they be able to attract big name authors such as Eloisa James, Julia Quinn and Stephanie Laurens plus the many other well-known authors being published by Avon (and other publishers, for that matter) right now. I agree with Bev’s comment about those well-known authors using this as a medium to publish teasers for their bigger print books coming down the pike…at least, for the time being.
I’m still resistant to buying an ereader. It’s something I will have to think long and hard about. I relate this issue to the VCR vs DVR recorders. I have my trusty old VCR, 2 in fact (but that’s another story) and when the day comes that they both break down and I either can’t replace them or afford to repair them, I’ll consider Digital TV with a DVR. Technology wise, I’m still not totally in the 21st century. I’m only in with one toe!!! So, if the day EVER comes that I can no longer buy a print book….I’ll get an ereader.
I didn’t even know about Avon Impulse line until now so thanks for letting me know about it.
As many in Star Wars have said ‘ I have a bad feeling about this.’ I do not own an eReader nor plan to purchase one in the near future. Unfortunately, I think this is the future of books. I just can’t warm up to the digital copy, it all seems so unfriendly and impersonal whereas with a printed book, aside from the printed page and story, it is something that will hold its own history whether it be the scent of the pages, the little scribblings made inside or the turned-over pages showing where reading stopped for a break (though I never do that myself!).
The print on demand feature will probably raise the cost of the book and they are already expensive as it is. So, what is an eReader-less reader to do?
All I can picture is my bookcase with all the many books there, different genres, softback, hardback, font styles, colors, heights, thicknesses and how cozy it all looks. Replace that with an eReader and that will leave a empty book case. Really?!
I haven’t an ereader yet either I just hope print copies don’t go up anymore past $7.99 a pop for mmp.
I’m not someone who’s interested in ebooks though I think they’re amazing. For authors, I think this new line of Avon ebooks is a good thing. You all now more options for getting a book published.
Print on demand isn’t going to be cheap for us readers. I know I wouldn’t pay more than I would normally or a print on demand book. So it’s safe to say I probably won’t be buying them.
I’m a paranormal romance writer who’s very excited to be a part of their summer lineup for 2011! The great thing about Avon Impulse is you know when you publish with them that you’ve got the entire publishing/marketing team behind you with a well-estabilished plan for promoting your book. Not to mention, you get to work with Avon’s top editors!
Also: Print-on-demand is offered, so for those of you who still want to hold a print book in your hand (me! me!) there’s always that option, which other larger ebook presses don’t offer yet.
I have never heard of Avon Impulse books before either.
It sounds like it is a good idea for an author who wants to advertise, but they won’t get much money in return. Ten thousand books is a lot to sell to get the better prices.
I agree with some of the other people here. Will the better known and popular authors want to go into this for less money? Remains to be seen.
I do love Avon books, but I am not a particular fan of ebooks. Will this make the price of ebooks go up?
As an aspiring romance writer, this just opens up more opportunity for new writers, I hope. Thanks for the info!
I received an ereader for Christmas and have enjoyed reading ebooks. The low price of ebooks has led me to give many new authors a try. I still prefer to read paper books and hope the onslaught of ebooks doesn’t cause publishers to reduce the number of books they publisher a year, or raise prices too much.
Good to see Avon is getting into digital publishing. I love their books.
The part about the books getting out faster sounds great for readers. I always disliked a long wait until the next book in a series.
I don’t think any of you print readers have to worry about print books disappearing, not for a long, long while. There are still WAY more print readers than digital readers.
What I think is the best thing about a digital-only imprint is that it puts less pressure on sales numbers and gives the editorial team a little more leeway to publish really good books that they couldn’t take a chance on in their traditional programs. There are so many good romances that color outside the lines, that stray beyond the boundaries that publishers consider safe investments. The entertainment world has fractured into niches, and that applies to books, too. Programs like Carina and Impulse allow the publishers to venture into those niches with a bit less worry.
The royalty breakdown is disappointing, though the 10,000 break is actually pretty low. Very low, by some comparisons. I don’t know how many sales come through publishers directly versus third-party sales, but contracts are rare that don’t calculate royalties on net for third-party sales, anyway. That broadens things a bit.
Let’s say, for example, that a publisher pays 35% of gross on direct sales and 15% of net for third-party sales, and 75% of their sales are through those outside vendors. If Impulse royalties are ALL 25% of net, including third-party sales, and 75% of their sales are also third-party sales, then it may actually be a better contract. Of course, having access to the kind of data that would clearly demonstrate which is better isn’t easy. 🙂
I don’t purchase a lot of ebooks. I am still waiting to see where this goes.
Great move especially when I finally have a Kindle!
A nice option for those who read digital books. Not fo rme. I like to hold a book in my hands.
I’m excited to have another source for ebooks but I’m curious what the cost will be.
It’s great to have another company in the ebook market. I’m concerned with what I read about author payments. If it’s not good for authors, it won’t be good for readers.
Exciting and scary at the same time, I guess. Exciting for the ebook readers, and scary for the readers like me who still stick to print books.
I am not sure how I feel about this. I do read e-books but I also read paper books, still like the feel of the book in my hand. So I am not sure where this is going only time will tell.
I’m still not an ebook reader but I do see it as things to come (unfortunately). I imagine print books will be around in my lifetime but I can also see that eventually with all this new technology that print books will get too expensive for most people.
I do have ebook readers and I am not surprised about Avon joining the ranks of e publishing. Harlequin a;ready has their own line. I think Avon is alittle slow. the bottom line does not look good though. They should change that but are they hoping the Avon name will draw authors?
I think it is a smart move for the publishing company and it might be a good options for authors, though I have my reservations on that since there is no advance offered. Unless they are going to have a great marketing / pricing scheme, why not just self-publish and have more of the profit up front for the author?
This sounds like a good business plan and offer great opportunities to authors.
Could be interesting. I think Avon is doing what many publishing houses are doing and diversifying. I still don’t think print books will ever go away, but this could broaden Avon’s horizons in the area of print books as well if they make the connection between the people who are writing for their digital library and the people who write for print. My only fear is that eventually writing for a living will become a thing of the past. Every author will have to have a second job in order to pay for little luxuries like food and living indoors. Some writers will do well under this model. Some really great writers might have to set aside their writing career in order to survive. I hope not. I hope storytelling, really gifted talented storytelling will always be appreciated not just with praise and admiration but with financial appreciation as well.
I can understand Avon getting into the digital book business. They really didn’t have much of a choice if they wanted to stay up with the market trends. I don’t know enough about the publishing industry, but it sounds like the author is being shortchanged, again.
Nice selection of books for your giveaway.
I can understand Avon getting into the digital book business. They really didn’t have much of a choice if they wanted to stay up with the market trends. I don’t know enough about the publishing industry, but it sounds like the author is being shortchanged, again.
Nice selection of books for your giveaway.
Interesting to read but I’m not sure what to say about this. Not a fan of the e-books… nothing beats the real deal.
The giveaway books look real god though, please count me in. Thanks!
Thanks for your thoughtful analysis of the Avon announcement. Despite, the possible pitfalls, I’m excited about Avon Impulse. Any new possibility for publication sounds promising…especially when the opportunity comes from a well-respected publisher like Avon. I think the world of epubbing is such a whirlwind right now and anything can happen. So far, most of it looks good for authors!
This was the first I heard of Impulse. But I imagine it’s great for readers with e=readers. I can’t imagine at this point replacing my print books. Just my preference. And I certainly don’t see books fading away. Not anytime soon anyway.
I guess we’ll just have to wait and see. But it does seem like the Authors get short changed for the work they’ve done.
Carol L
Lucky4750@aol.com
As an aspiring author, I see this as another avenue through which I can try to have my work published. And I agree with earlier comments that each author needs to decide for him/herself what their goal is with respect to the royalties. It isn’t for everyone, but it might be for me 🙂
Excellent post!
I still don’t own an e-reader, but it sounds like a good idea for those who do. Of course, the length of the book and pricing would be an important consideration.
I don’t read many e-books or have an e-reader. But for those who have I think this is great!
I don’t have an ereader so I don’t really know how these things work.
It sounds interesting.
Thanks for another giveaway.
I agree with you, Bev, that for the author it depends on what they want out of it. Authors who are already making very good money probably don’t want to spend the time going the self pubbing route, and for new authors who don’t have an established name yet, the benefits of Avon art, marketing, etc., would be worth it. For authors in between, I’d think it worth their time to publish the books themselves and get more money.
For readers, it’s win-win. I have a lot of kindle books, but none are romance–those are all print. Maybe I would change my mind if I had the Nook color reader. Not sure.