Editorial director Pamela Dorman (left) and publisher Ellen Archer celebrated the launch of Voice, their new imprint at Hyperion, last Thursday night with a reception at Cafe Gray in the Time Warner Center. Talking with Archer early in the evening, I learned how she came up with the idea of a line of books for, as she put it, “women who are beyond chick lit,” then recruited Dorman from Viking Penguin, where she’d had a twenty-year track record of finding what she described as “intelligent but commercial” books like The Secret Life of Bees and The Memory Keeper’s Daughter. They’re aided in their mission by two advisory panels, one comprised of successful businesswomen from several walks of life and the other of women booksellers, who can keep them tuned in to the most important women’s issues and introduce them to potential authors. In addition to that unprecedented move, Archer described a “woman-to-woman” marketing campaign which puts galleys of Voice titles like Leslie Bennett‘s The Feminine Mistake in the hands of “650 of the most influential women in America.”