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Independent publisher Myrmidon has launched an e-first genre imprint for drama romance, called Pulse.
The books will be initially released as e-books but the publisher hasn't ruled out subsequently releasing the imprint's titles in other formats.
Sales and marketing director Kate Nash said: "We see digital-first as meaning we can test the market in terms of content and formats. We've chosen to focus the imprint on a particular style of romantic fiction, rather than being catch-all or narrowing down to a particular sub-genre.
"We see the imprint as having worldwide appeal to romance readers and want to deliver unique experience as no other romance imprint focuses on drama romance. It is an exceptionally exciting and experimental time to be in publishing."
Pulse has published two titles so far, Lonesome Ranger by Sally Quilford, priced £1.54, and Secrets at City Hospital by Kate Allan, priced £1.49, having bought world rights directly from the authors.