Hyperion Starts Imprint to Help Women Whittle the Book Choices

Hyperion is planning to start an imprint aimed at women.

Called Voice, the imprint, which will publish its first title in April, is the brainchild of Ellen Archer, Hyperion’s publisher, and Pamela G. Dorman, a 19-year veteran of Viking. It will be just one of a number of new imprints aimed at female readers: Warner Books already has a women’s imprint called 5 Spot and in the fall is starting the Springboard Press, for baby boomers, with a large portion of its titles catering to female readers.

Voice is specifically focusing on women from their mid-30’s and older and will have a resolutely anti-chick-lit bent, said its founders.

To help Voice pinpoint what women want, Ms. Archer and Ms. Dorman have recruited a panel of 10 professional women to meet twice a year. Members include Subha Barry, a vice president in charge of global diversity for Merrill Lynch; Ellen Levine, editorial director of Hearst Magazines; and Candace Bushnell, a novelist. (Ms. Archer said Ms. Bushnell has evolved from writing chick lit.) Voice also plans to ask each of these women for the names of about 50 friends and colleagues to send copies of the books to help create buzz.