The article is titled Actresses Over 60 Are the New Box-Office Powerhouses. As I read, the line that first stood out is pretty much what I soapbox about on a regular basis. Harris mentions “society’s tendency to write off older women as dear little “characters” without passions or aspirations of their own.” Then Harris goes on to discuss a 1968 study in Hollywood that examined the age demographics of film-goers. It’s that paragraph that truly hits home; it’s what I say about a certain overlooked demographic of romance readers with an appetite for a certain overlooked subgenre of romance fiction–the Older Romance, Mature Romance, Mid-Adult Romance, Seasoned Romance, Contemporary Adult Romance.
The audience is real, and so is its appetite. And those who get it — who don’t simply view this particular group of movie lovers as the “about to die” demographic — may, a few years hence, look like very smart early adapters. In 1968, well before demographics were a subject of serious discussion at the studios, Variety reported the results of a study that showed 48 percent of American moviegoers were 24 or younger. For the middle-aged men who then ran Hollywood and thought they were making movies for themselves, the news was revelatory. Baby-boomers — the pig in the python — were coming of age, and over the next 15 years, the way movies were conceived, made, and marketed would undergo a revolution as a result. Now, almost 50 years later, that demographic is coming of old age, and making itself heard again. And if anyone wants it, they’ve still got money to spend. —(Harris, 1 Aug 2016)
Did you notice that first line Early adapters are smart?
Did you notice the last line? That last line means I have to rewrite a small part of an academic paper I am presenting at the upcoming University of Love conference in Adelaide, Australia. My paper is titled The (Saggy) Bottom Line: Women of a Certain Age and Romance Fiction. I have to include what Harris says alongside what a few other studies and authors note. That last line is a big fat flag I wave when I’m on my soapbox, a big fat signpost that is being overlooked by the publishers of romance fiction.
In case you missed it, because romance publishers miss it, so it must be easy to miss, that big fat signpost is MONEY.
I’ve said it before, I say it in my paper presentation, and I’ll say it here again, There is a demographic of romance fiction readers who MATCH this demographic of film-goers, and this demographic wants romance fiction that reflects the reality of their lives, not some hackneyed stereotyped bullshit about how a woman over 40 is dead below the waist, or, as Harris mentions, are people who buy “adult diapers and medic-alert systems and sit in their adjustable beds leaning forward with ear horns to make sure they hear the list of dangerous side effects in the commercials.”
This demographic wants romance fiction with heroes and HEROINES who are whole, intelligent, vibrant, active, sexual human beings, not diaper-wearing crazy, cat-loving, dried-up-old grannies with walkers. This demographic of romance reader wants a romance heroine who is like any romance heroine, only she just happens to be older. This demographic of romance reader is trying to make itself heard, and they have money to spend.
This Demographic HAS MONEY TO SPEND! What are you romance publishers waiting for? Early adapters WIN! Romance has been the Early Adapter of so many social changes regarding women– until now, and the industry is missing this goldmine right in front of them.
Thanks to Mark Harris for making me have to rewrite a small section my paper. I have to include this article because he’s given me more evidence that the romance publishing industry is overlooking a goldmine.