Pronoun, a digital book publishing platform for authors, has raised $3.5 million from Avalon Ventures. Elisabeth DeMarse, chairman and CEO of TheStreet, is joining the Pronoun board, and Amazon veteran Stefan Pepe joins its board of advisors. Pronoun customers include The New York Times, The Wall Street Journal, Forbes, Fast Company, Jon Krakauer, Jodi Picoult, and Nick Hornby, among others, says the company.

[Image courtesy: Pronoun]