This from Matthew Flamm of Crain’s New York Business:
Penguin Group USA is making another bet on niche publishing.
At a time when most houses are looking to cut back on titles, the publisher is launching a new imprint dedicated to science books for the general reader, the company announced Wednesday.
Penguin already has some half dozen small imprints, including the recently launched Pamela Dorman Books, in addition to core divisions like Viking and Putnam’s.
Called Current, the new imprint will be headed by Adrian Zackheim, who already runs Sentinel, for conservative books, and Portfolio, for business books. The same editorial, marketing and publicity staff will work on all three imprints.
“We’ve found that niche publishing has been very successful for Portfolio since 2001, and Sentinel since 2003,” Mr. Zackheim said, in a statement. “This is a logical next category to expand into.”
Current’s first title, The Youth Pill: Scientists at the Brink of an Anti-Aging Revolution, will be out in July. The imprint will eventually publish five to eight books a year “in every subcategory, from genetics to quantum physics to neuroscience,” Mr. Zackheim said.