What is "mcsweeney's"

McSweeney's Publishing is an American non-profit publishing house founded by editor Dave Eggers in 1998, headquartered in San Francisco. McSweeney's initially published only the literary journal'' Timothy McSweeney's Quarterly Concern'', but has grown to publish novels, books of poetry, and other periodicals.

The recipient of dozens of awards for its contributions to literature and publishing, McSweeney's was named the country's seventh most innovative media company for 2012, "for proving the value of print publishing.".