Carole Tonkinson’s new non-fiction imprint at Pan Macmillan is to be called Bluebird, with the tagline “books for life”.
Tonkinson joined Pan Macmillan from HarperCollins in autumn 2014, and has already signed a number of books for her inspirational lifestyle imprint, which specialises in parenting, inspirational memoir, wellness and self-realisation, including cookery, business books and self-help.
Bluebird will publish 24 books a year, split between UK authors and buy-ins from the US.
Tonkinson said: “The self-improvement and wellness area is a particularly attractive part of non-fiction right now. Despite the wealth of free content on the internet, people still seem to want the authoritative advice that a book written by a trusted expert affords. The aim of Bluebird is to publish books for life in every sense: life-enhancing but also lasting, the ones we turn to again and again for inspiration.”
Talking about the name, Tonkinson said: “I love the idea of the bluebird: plucky and unpretentious. And I love the logo our wonderful design team have devised: the bluebird looks happy in himself — Buddha-like even— and that contentment and satisfaction is what I hope every Bluebird book will deliver.”
The first book from Bluebird, coming in May 2015, will be The Appetite Solution by bariatric surgeon Dr Joe Colella. This will be followed in July by Disrupt Yourself, by entrepreneur and technology innovator Jay Samit.
Tonkinson’s first buy for Bluebird was Real Love by Sharon Salzberg, looking at love from a mindfulness perspective, which will be released in 2016.
Also released in 2016 will be a memoir by Pakistani squash player Maria Toorpakai Wazir, which Tonkinson pre-empted the rights to.
Jeremy Trevathan, adult publisher at Pan Macmillan, said: “In 2014 self-improvement publishing continued to be a strong performing genre, up by a staggering 17% in value. As a culture, there is an undeniable shift as people focus more intently on wellness and self-improvement, whether through mindfulness in the workplace, healthier fast-food style chains or wearable health monitors. So there couldn’t be a better time to launch Bluebird, grow our presence in this area and develop a strong and healthy backlist, led by one of the pre-eminent publishers in the field.”