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Article: THE ROMANTIC STORY OF MILLS & BOON.(Review)
- Article from:
- Contemporary Review
- Article date:
- June 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Contemporary Review Company Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Passion's Fortune: The Story of Mills & Boon. Joseph McAleer. Oxford University Press [pounds]25.00 322 pages ISBN 0-19-520455.
At a time when the main focus of advertising is to promote brand recognition and loyalty, it is interesting to note that in the world of twentieth century publishing there are really just two instantly recognisable 'brands' - Penguin and Mills & Boon. But while it is unlikely that any reader would go out solely to buy 'a Penguin', many thousands of women regularly purchase and read more than one 'Mills & Boon' every month. In fact, the estimated number of such readers in Britain alone is four out of every ten women, with a book being ...