2010s
Atria Books publishes a wide variety of both fiction and non-fiction and strives to publish a diverse set of books and authors. This includes programs for diverse voices, Internet personalities and self-published authors with proven track records.[4] In some cases, an editor is given their own imprint with their name on it as with Emily Bestler in 2011.[4]
In 2011, Atria signed a co-publishing deal with Cash Money Records founders Bryan "Birdman" Williams and Ronald "Slim" Williams for an imprint called Cash Money Content. Birdman's intention was to cross-promote books at music events. The imprint is headquartered in Miami.[9]
As of 2012, 25% of the Atria Books list of 98 titles was part of an African-American publishing program overseen by Malaika Adero, Vice President and Senior Editor.[3][10] Notable authors include Walter Mosley, Faria Chideya, Blair Underwood and Vickie Stringer.[3] Strebor Books an imprint founded in 1999 by author Zane is also under the Atria Publishing Group.[3] In an interview on NPR, Adero described the African-American market for books as quite varied.[11] Atria Books Espanol publishes titles aimed at Hispanic readers in both English and Spanish.[3]
In 2012, Simon & Schuster reorganized their adult publishing imprints into four main groups with Atria Publishing as one main group. Howard, a religious imprint based in Nashville was placed under the Atria Publishing Group.[4]
In 2012, Atria partnered with the UK publisher Short Books' list to form Marble Arch Press to introduce international authors to American readers.[10]
In 2013, Atria Publishing Group launched 37 INK to focus on a diverse list of books and authors including a focus on African-American voices.[12]
In 2014, Atria Books launched Keywords Press to publish books by Internet personalities. The first set of authors included YouTube personalities, Shay Butler (aka ShayCarl), Shane Dawson, Justine Ezarik (aka iJustine), Connor Franta and Joey Graceffa. The launch was part of a deal between Atria Books and United Talent Agency (UTA) who represents a number of Internet personalities.[13] Curr stated that many of the books from the imprint would be crowdsourced with authors working directly with their fans.[13] The New York Times called the move an "acknowledgement by traditional media companies that YouTube celebrities are more than just niche entertainmers with quirky appeal, and can be marketed to a broader audience.[14]
Atria Books demonstrated in 2014 its ability to build a bridge between the reader and the writer. Fans of Colleen Hoover, a romance author, took to social media and successfully persuaded Atria Books to publish a free e-novella by Hoover into a print book. Atria Books had received 5,000 tweets, posts and memes under the #FindingCinderella campaign.[15]
Atria Books has also focused on finding and publishing successful self-published authors. In 2013, they signed 18 books by 8 self-published authors. Atria signs on a self-published author, reworks the previously published ebook if necessary, and then republishes them in new e-book and paperback editions.[16] When looking for at a potential author they look at how emotionally connected the online reviews are with the storyline and characters.[16]
In 2015, Atria launched Crave (ThisIsCrave.com), an application and subscription service for romance readers where subscribers receive one audio installment from a book each day.[17]
Atria also launched Enliven Books in 2015, an imprint launched from author and tea entrepreneur, Zhena Muzyka, and focused on publishing spiritual and wellness books. Muzyka runs the publishing imprint from a yurt in Ojai, California.[18] Muzkya reported to Publishers Weekly that the name for the imprint was the result of a phone call with her mother. Her mother told her, "As soon as you hang up the phone you are going to hear a word in your head." Muzkya said that the first word she heard was Enliven which means "to add color, to uplift."[18]
