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Index
Acknowledgments
Introduction
Popular Literature and the Romance Formula
Decision Making Within the Publishing Matrix
Methodological Note
Chapter 1
Paperbacks in Society
The Introduction of Paperback Books
Revitalizing Paperback Books
The Origin of Mass-Market Paperback Publishing
The Early Years: Pre–World War II
Boom Years: Post–World War II
The Social Climate of the Fifties
Conclusion
Chapter 2
The World of Harlequin
In the Beginning
Distribution and Marketing Innovations: Insights Plus Hype and Ballyhoo
Tweaking Harlequin Romance
Harlequin Presents: Introducing a New Line of Books
Janet Dailey: The New Queen of Romances at Harlequin
Conclusion
Chapter 3
The Four Phases of Love
Phase I: A Miscellany of Love
Phase II: Avon Discovers Sex
Phase III: Enter the Competition
Phase IV: Enter Everybody
Fawcett Books
Richard Gallen Books
Dirty Books: A Note on the Content of Bodice-Ripper Romance Novels
Conclusion
Chapter 4
Silhouette Books
Marquess of Queensberry Rules: Harlequin Serves Notice
Copying Success: The Evolution of Silhouette
The Silhouette Covers: Harlequin Sues
Silhouette’s Content: Subtly Distinct
Harlequin Responds: Expanding the Romance Format
Battle Royale
Conclusion
Chapter 5
The New Dawn
Dell’s Romances Grow Up
Ready, Set, Imitate
Second Chance at Love
Category Romances in the New Age: The Need for Editorial Direction
From Circle of Love to Loveswept: Repositioning a Romance Line
Conclusion
Chapter 6
Risky Business
Crowding the Market
Rapture Romances
To Have and to Hold
Love and Life
Finding Mr. Right
Give Me That Old-Time Love: The Christian Romance Market
Identifying a New Market: The Movement Toward Romance Mystery-Suspense34
Conclusion
Chapter 7
The Editorial Ear
Sifting Reader Input
The Search for Authors
Not Enough Time in the Day
The Learning Process
Conclusion
Chapter 8
Alive and Kicking
The Changing of the Guard
David Galloway
Brian Hickey
Donna Hayes
Craig Swinwood
Harlequin Staples
Strategic Line Developments
Blaze: Sex and the Modern Reader
Gold Eagle: Harlequin’s Rogue Line
Beyond Whiteness: The Birth of Kimani Press
Finding God: Harlequin Gets Inspired
Entering the Mainstream: MIRA and HQN
A Line Miscellany: Embracing Some Themes, Shunning Others
And Then There Were
The International Arena
Conclusion: A Vibrant Twenty-Five Years, 1990–2014
Chapter 9
Line Diversification
Mainstream Publishers: Vying with Harlequin
Young Love: Young Adult Romance Publishing
God Is Love: The Christian Romance Market
The Christian Formula
Amish Wonderland
Love at the Xtreme: Erotic Romance Publishers
Gaining Respect
At a Crossroads
Another Kind of Love: GLBT and GLBTQ Romantic Fiction
Dreamspinner Press: Male/Male Romances for Gay Men
ManLoveRomance Press: Male/Male Romances for Heterosexual Women
Love Across the Color Spectrum: African American and Multicultural Romances
Self-Publishing: Finding One’s Own Way
Conclusion
Chapter 10
Romance Publishing at the Outset of the New Millennium
The Liability of Newness
Adaptive Strategies within the Mainstream
The New Digital Age
HarperCollins: Buying into the Romance Market BIG Time
Gatekeeping Monitors
Conclusion
Conclusion
The New Digital Age
Mainstream Niches and the Little Guy
Christian Publishing
Multicultural Love
Chapter Notes
Introduction
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Bibliography
List of Names and Terms
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