A new press, or an imprint of an existing press, formed to publish only first books written by people with last names that are already famous. The title list could very quickly include Hemingway, Whitman, Clancy, Atwood, Morrison, and Olds. It's just be Steve Hemingway, Judy Whitman, Carol Clancy, Bob Atwood, Durwood Morrison, and Betty Olds.
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