Avon launches erotica imprint

Avon has announced its first foray into erotica and erotic romance with a new eBook imprint, Mischief .

Mischief calls itself 'a brand-driven global erotica imprint targeting the rapidly growing and lucrative digital erotica market.'

Social acceptability of erotica coupled with the discretion offered by e-reading has led to a phenomenal boom in sales. At a time when the cultural trend of women at home writing erotica has made international headlines,

Avon and Mischief Publisher Caroline Ridding comment: "The juggernaut of romance blended with the paranormal and the erotic is driven almost exclusively by female readers today. And we're publishing a pioneering major series right into the heart of this vast digital erotica and erotic romance market and its enormous global online constituency, with one of the freshest, most exciting and innovative lists in years."

Content will be commissioned by Editorial Director Adam Nevill, formally the head of the market leading Black Lace and Nexus brands. Mischief launches with thirteen original ebooks. An additional four original ebooks will be published each month thereafter across three formats. Complementing the original Mischief ebooks are a range of bestselling modern and vintage classics, brought back especially for ereaders.