Simon & Schuster would like to sell more books to the 20-something crowd, and its new imprint, SSE, is taking an unconventional route towards that end. SSE’s publishers don’t spend their time at international book fairs, scouring the booths for the next hot author. They’re more likely to seek out creative and interesting individuals who’ve never written a book in their lives, and cajole them into giving it a shot. Call it Pop Culture Lit, call it amateurish dreck, but one thing is sure: SSE is making money.