HarperCollins has named Liate Stehlik v-p and publisher of Avon. Stehlik, who is coming from Simon & Schuster's Pocket division, where she has been v-p and associate publisher since 2001, has been brought on to focus on growing Avon as well as all of HC's mass market program. She will also oversee Avon's trade paperback program. Michael Morrison, president and publisher of HarperMorrow, has served as de facto publisher of the mass market division since HC bought William Morrow, but with the reorganization of other parts of HarperMorrow completed, Morrison said the "time was right" to look at the mass market program.

Declaring that he's always been "immensely impressed" with the job Stehlik did at Pocket, Morrison is looking for more innovation from the mass market program. "The mass market business is always changing, and there's not a whole lot of new energy and ideas that are flowing from the publishing industry," he said. Pointing to small industry moves to reinvigorate the format—e.g., selling mass market titles in a larger trim size—Morrison said the key now is to figure out new ways to reach the consumer. "I think it's time for the industry to go beyond the traditional places where we sell mass market books, and look at how to reach the consumer directly, whether it's through our Web site, newsletters, other corporations or magazines."

Stehlik will join HC November 28 and will report to Morrison.