Romance publisher Avon Books has relaunched its website and added a new crowd sourced social media platform to it. The site, which is a collaboration between Avon and social publishing company Tidal, brings together content from readers, reviewers, publishers and authors, so that it grows into a living and breathing romance community.

For example, the site pulls content from AvonAddicts, an exclusive group of romance enthusiasts, reviews from sites including smartbitches-trashybooks.com and this content will live next to author videos and publisher promos. Readers can interact with all of this content by commenting and sharing the books. Books that are being talked about are highlighted at the top of the homepage.

Liate Stehlik, SVP/publisher of William Morrow and Avon Books explained the idea in this statement, “Books become bestselling international blockbusters based primarily upon word of mouth; and online/digital sharing is an integral part of that phenomenon.”