That's what Gayle Feldman reports today at the Bookseller after a recent conversation with managing director KT Forster - who says the publisher is "following in the footsteps of Bloomsbury" in its approach to setting up a New York office "in the next few months". Virgin already has a small presence in the form of Black Lace, its mass market paperback erotica line, but wants to establish its US ties that much more strongly.

"It's part of our central strategy. The recognition of the brand is getting higher and higher each year," especially in the core age group of 18-25, she said. Forster is looking for a couple of good people to help US marketing director Mary Albi establish a beach-head; Albi "knows the issues, having helped set up Phaidon". Distribution will be by Holtzbrinck.