Avon Books has turned to the crowd for its relaunched its website. The site, which is a collaboration between Avon and social publishing company Tidal, is populated with content from readers, reviewers, authors, and the publisher itself creating a community experience around romance novels.

AppNewser has more: “For example, the site pulls content from AvonAddicts, an exclusive group of romance enthusiasts, reviews from sites including Smart Bitches, Trashy Books and this content will live next to author videos and publisher promos. Readers can interact with all of this content by commenting and sharing the books. Books that are being talked about are highlighted at the top of the homepage.”

Avon is looking for readers to contribute. The site explains: “Avon Romance, powered by Tidal Labs, features posts and reviews about your favorite romance novels. Signing up lets you submit unique content to be published on the Avon Romance site.”