As Mills & Boon enters into an era they will misguidedly describe as their renaissance, the public relation gurus of News Corp. International have found inventive ways to spread the message that their product is no longer for lonely housewives, lonely old ladies and the chronically-demented. While that dependable audience will continue to be catered for, new and lucrative markets are simultaneously being pursued. Modernisation was the buzzword of yesteryear. Now Mills & Boon have moved onto new words, such as realism and contemporariness. The days of colour-coordinated front covers are over, albeit ongoing, and the archetypal characters and chauvinistic plots are being complimented by new novels with subversions of industry standards. Gone are the days when a Mills & Boon book could be described succinctly by the Oxford English Dictionary as, 'a popular romantic novel.' Fans should not panic, however, as the romantic and novel parts of that description remain intact.
For greater insight, who better for the Daily Telegraph to speak to than one of the next generation of authors that have been chosen to bring Harlequin into the near-present. According to trendsetters, popstars are beyond sexuality, social media is a theme, beauty no longer exists and marketing forces dictate that everyone is attractive to everyone all the time. Radhika Sanghani marked the publication of her debut novel with an article for the Daily Telegraph in which she notes how times have indeed changed. Sanghani explains that Mills & Boon are moving away from, 'Chivalrous knights and coy maidens waiting to be deflowered,' and it is about time. Chivalry is dead and virgins haven't been coy since the 1860s. History belongs in the still-very-popular Historical subgenre. As if to prove the many points she has yet to make, Sanghani has entitled her book Virgin. The titular character's presumed modesty is implied.
The move towards progress has been ongoing for three years now, and undertaken naturally, spurred on only by happenstance. For the corporation, a widening of the potential markets saw Mills & Boon aim with a scattershot approach to younger women, teenagers and the intellectually mature who always believed Romance Fiction to be beneath them. The heroines are no longer just innocent ingénues, bakers, secretaries, maidens and Bridget Jones'. Now they are still them, albeit facing greater complexities, including bereavement and infertility. For example, the winner of So You Think You Can Write was notable for concerning a heroine unable to conceive, and the arrogant Sicilian billionaire playboy who seduces her. The new, improved formula has extended beyond competition winners and into the realm of non-competition winners, and has been hinted at, attempted and introduced to readers stealthily over several decades.
Sanghani elaborates, 'Anouska Knight's A Part of Me tells the story of a couple trying to adopt a child. It goes into detail about the role of social workers, and what it means for a woman to be childless, and though there is a romance plot, this comes second to the heroine’s quest to have a child.' It might appear that romance and child-having are mutually-exclusive plotlines, but this is probably inaccurate. What has changed from the standard setup is a twist on how the author prioritises themes. Where once the preference of Romance Fiction was on the romance, the appropriately-dubbed Women's Fiction has placed emphasis on the women. Knight's earlier attempt, Since You’ve Been Gone, is not the novelisation of a Kelly Clarkson song, despite the world's calls for such a thing, but is instead about a young woman’s journey through widowhood. Just when this sounds as if it has strayed too far from the Romance remit, details come to the rescue. 'Admittedly the heroine, Holly Jefferson, is distracted by charming men, but unlike the typical Mills & Boon maidens of old, she’s also focused on her career: a bakery business.'
Moving on, 'Fiona Harper’s The Little Shop of Hopes and Dreams tells the story of a woman, Nicole, who works at an agency where she helps men to stage proposals for their future fiancées. It taps into themes of social media and entrepreneurship, while containing a love story.' The Little Shop of Hopes and Dreams probably shouldn't have been mentioned in a bid to improve the publisher's image. Still, how about Maybe This Christmas by Sarah Morgan? 'A girl marries her childhood sweetheart, after he splits up with the mother of his teenage daughter.' So many questions about the ages of those characters, but doesn't the synopsis have all the trappings of a typical romance? 'It has all the trappings of a typical romance, but also explores issues of bullying.' Perhaps bullying your childhood sweetheart into leaving the mother of his teenage daughter is a suitable opening for a different kind of romance novel, one where the heroine does not care about coming across as likeable. There is almost no need for her hair to frizz on sunny days.
After those less than appealing examples, what about you, Radhika Sanghani, and Virgin? Are there damsels in distress? 'There are no damsels in distress; instead readers meet Ellie Kolstakis, a 21-year-old student who’s desperate to lose her virginity.' After all, just what is the definition of a damsel anyway? While checking the dictionary, aren't desperation and distress synonymous? These are minor quibbles, of course, when compared to the originality of a twenty-something virginal heroine. 'Virginity is, of course, a common Mills & Boon trope, but Ellie doesn’t want to lose it to The One. Unlike a more old-school romance, the novel doesn’t end with true love; instead Ellie finds herself, and she finds feminism.' Old School Mills & Boon authors have argued that Feminism can be found in all life choices, and that includes sacrificing your innocence in exchange for money. Yet, the real issue with Virgin is less its attitude towards sexual politics and more its finale. Can a Mills & Boon novel without a Happy Ever After still call itself a Mills & Boon novel? The answer may be as simple and disappointing as a solitary tear running down the unblemished cheek of a coy maiden.
Surely women's favourite emotion factory will not desert what made them famous, influential and handsomely rich. The company has always been proud of its history, their back catalogue merely a reflection of the decades their books were written in. A move into the crowded marketplace of Young Adult will need a major facelift to remove the out-dated, misogynistic taste from the collective mouths of the readership. Yet, for the most part, Sanghani speaks of necessary alterations to keep up with the times. The focus of the evolution should have been in the quality of the writing, with more ambitious plotlines and richer characterisation. Sanghani does at least appear to be working to improve half of the last one. 'The more passive traditional heroines have been sidelined for stronger, younger women who don’t just want a man, but a fulfilling career, too. Gender roles are reversed in a way that reflects a wider social change.' If there is one direction heroines need to head it is younger. Yet how unrecognisable must Mills & Boon become, and for what purpose?
In Neurosurgeon... and Mum! the novel's heroine yearned for a family and found one, gaining confidence from their love and restarting her career in medicine. MacKenzie's Promise begins with a baby being kidnapped. In The Dad Next Door our lonely heroine inserts herself into a family recovering from divorce and the loss of a child. The author of Accidental Princess kills several families to bring her heroine to the throne. The majority of Romances involve blackmail, prostitution, unwanted pregnancy, arranged marriage, bad weather, office bullying, sexual harassment, gypsies, death and the pressure of arranging the perfect wedding at short notice. Tragedy and the occasional pirate attack are nothing new to the genre Mills & Boon single-handedly invented. Playing catch-up with reality seems an embarrassing failure on the part of the publisher, and yet the company remains dedicated to market whims, if feminism can be considered a whim. The inclusion of difficult subject matter is not a revolutionary idea, but greater complexity and deeper insight would be. Still, how can it be considered escapist fantasy if you have to solve your own problems?