Penguin Group announced their latest new imprint yesterday, Celebra, which will focus on "mainstream Hispanic personalities," beginning with yesterday's release of Geraldo Rivera's HIS PANIC: Why Americans Fear Hispanics. Run by publisher Raymond Garcia, who was associate publisher at Harper's Rayo, "the goal of the new imprint is to publish books for mainstream readers that will also resonate with the vast population of Hispanics in the United States."

Garcia says in the announcement, "Hispanics are no longer a niche audience, but rather an integral and seamless part of today's mainstream America. With Penguin's excellent reputation for marketing and distribution, I’m confident we will make a significant impact." Celebra will publish as a part of New American Library. Other authors for the line include Gloria and Emilio Estefan, Perez Hilton, real estate developer Jorge Perez, and DailyKos.com blogger MarkosMoulitsas.