Why actresses and athletes are leading publishing imprints

Actress Sarah Jessica Parker’s publishing imprint officially released its first novel last week.

SJP for Hogarth’s launch of A Place for Us comes well on the heels of other celebrities like Lena Dunham, Derek Jeter, and Anthony Bourdain receiving their own imprints.

Time takes a look at this trend, which has reached nearly every major publisher.

Fatima Farheen Mirza’s A Place for Us, which came out June 12, follows an Indian-American family whose elder members seek to uphold their customs and whose younger members try to balance the old ways with their new world.