Rachel Kramer Bussel speaks with Jeremie Ruby-Strauss, a young senior editor at Kensington Books, which is looking for "edgy books, young male interest, pop culture, celebrity books, and things that are 'cool'":

Mediabistro: You're in charge of the new imprint Rebel Base Books ("books that will make you want to kick your mom in the face"), geared toward a male audience. Can you tell me more about the imprint and your plans for it?

Ruby-Strauss: The imprint comprises books based on humor websites. We didn't set out to exploit an underserved demographic, we just ferreted out opportunities where we could, and the genre emerged. The fact that they overwhelmingly appeal to emotionally stunted, immature males like myself was a happy accident. Several of these books worked, so we decided to start Rebel Base Books. My hope is that the imprint wins enough brand awareness so that future authors can benefit from the trailblazing efforts of Robert Hamburger, Tucker Max, and Maddox. I think every book needs a gimmick or hook and to hail the reader, to say "You there, I was made with you in mind." After all, paying for content is a tall request these days, and you either need a built-in and zealous consumer base, or a miracle.

More here.