experiment.jpgMatthew Lore, the former executive editor at Da Capo Press/Da Capo
Lifelong Books, will helm a new trade publisher. Named The Experiment, the company will focus on books about health, fitness, psychology, relationships, self-help, science, and the environment.

The press will launch with six titles this fall, including “Roots of Empathy: Changing the World Child by Child” by Mary Gordon and “Screw Cupid: The Sassy Girl’s Guide to Picking Up Hot Guys” by Samantha Scholfield.

Lore explained in a statement: “[H]aving worked in other people’s publishing companies for twenty years, I’m excited to set out, with two partners, as a new independent publisher. We’re called The Experiment because every book is a test of new ideas and because the curiosity and clear-headed thinking that characterize scientific experimentation are more crucial in publishing now than ever before.”