As e-books continue to capture more readers that had read mass market paperbacks, Simon & Schuster is re-launching its Pocket Star mass market line as an e-book only imprint. According to the company, “Pocket Star will continue to feature bestselling and debut authors in popular genres including women’s fiction, romance, thrillers, urban fantasy, and mystery.” The revised imprint will feature a mix of new and old title,with the majority being new.

Louise Burke, executive v-p and publisher of Pocket, was clear that she expects the e-book Pocket Star imprint to serve in much the same way the mass market version did in the book ecosystem. “Similar to how mass market has served as a platform to develop future hardcover authors, it is our mission to use Pocket Star’s new digital-only format to establish new voices in the marketplace. An eBook imprint is flexible, cost-effective, cutting-edge and makes sense in today’s marketplace. Under the Pocket Star banner we will publish original works including full-length novels and novellas from some of our most popular authors,” Burke said. Price points will vary according to the work.

The imprint had a soft launch in March and the number of titles to be released monthly will vary. Authors whose works will appear this spring and summer include V.C. Andrews, Nathan Dodge, Cindy Gerard, Laura Griffin, Sabrina Jeffries, Carrie Lofty, and Michael R. Underwood. All Pocket Star e-books will have the full support of Pocket Books’publishing resources. Titles initially published under Pocket Star may move from e-book to print format.

Lauren McKenna, Pocket executive editor, has been named editorial director of Pocket Star and will oversee all content