“Who wouldn’t want to be part of an industry that can act as an antidote to the constant doom and gloom stories on the news,” says Kate Walker in the article.
I’m not surprised that romantic fiction is doing well in the UK. I blame this trend on:
- Mills and Boon. Their marketing department continue to be innovative and outward looking. I’ve noticed in the past year several interesting cross-promotional and co-branding activities they’ve undertaken.
- Borders. Who have given romantic fiction dedicated shelves in store meaning that it’s become a destination shop for romance readers.
- Amazon. Who made it easy for UK readers to purchase U.S. romance authors not published here in the first place.
- The internet. Which is where UK readers found out there was a whole world of romantic fiction being published in the U.S. not available in bookshops here.
- Jane Austen. Fueling the sales of historical romantic fiction as well as contemporary set books.
I am, of course, biased as I write romantic novels myself.