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This doesn't sound to me like a publisher, it sounds like a PR/advertising job. Of course a job title can be whatever you want to call it-but that doesn't change the nature of the job. You can't turn a painter into a carpenter by changing his title. (A little more closely related, can you change a painter into an decorator by changing the title? If enough people agree on the change, then you've changed the meaning of the word-otherwise it's just an oddball title for the same old job.)
As this goes, I hope this doesn't represent the future. What I note about this is that the editor/writer was successful *before* hiring the publisher. Few new writers could afford this. So, if the publisher helps the writer become successful, but only successful writers can afford publishers, how will new writers get started?
IMO, that's the basic raison d'etre for the existence of publishers. Well-known, successful, writers can afford to hire editors, PR flacks, printers, etc. The publishers are needed to help new writers become well-known.
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