They’re not messing around, are they?

In a move that fortifies its ambitious publishing program, Amazon.com Inc. has hired Laurence Kirshbaum to head a new general-interest imprint.

Mr. Kirshbaum, 67 years old, will start in early July.The popular publishing veteran stepped down as CEO of the old Time Warner Book Group in 2005. That business was sold to Lagardere SCA and is now known as the Hachette Book Group.

Mr. Kirshbaum said he will publish fiction and nonfiction titles, in both print and digital formats

via Amazon Hires Publishing Veteran Kirshbaum for New Imprint – WSJ.com.