I'm sitting on a train on my way to London, and I'm ridiculously excited. Today I get to hang out at Bonnier Zaffre, the newest kid on the publishing playground. And this kid has had its Weetabix, already luring in big-time authors such as Lynda La Plante and Wilbur Smith. 

Bonnier Zaffre is the brainchild of CEO Mark Smith. A quick internet search reveals that zaffre is “a blue pigment obtained by roasting cobalt ore (and also) a cobalt blue colour.” Not the most obvious name for a publisher but Mark Smith chose it himself as he is a particular fan of the colour. Smith joined Bonnier in 2014 to start a fiction arm of Bonnier Publishing, itself part of global media group Bonnier AB, a Swedish conglomerate heavily involved in improving the Swedish education system by donating books to schools on a regular basis. The new publishing house has “the entrepreneurial spirit of a start-up, with the financial backing of a parent company with revenues of more than 6 billion euros.”