The (Ongoing) Image Problem of Granny Sex

Older women have an image problem, a negative one that has become normalized. What do I mean by normalized?  Simple. We’ve been conditioned to not see our own worth.

Back in 1972, Susan Sontag wrote about the Double Standard of Aging, and nowhere is this more evident than in film and romance fiction. In movies and books, men get distinguished as they age, and they are allowed to age. Men at 45 are silver foxes, while women of the same age are merely ‘old.’ Representations of women of a certain age have become ingrained in society and have resulted in stereotypes—you know the ones I mean, the acceptable roles; grandma, crabby, crazy cat lady, old hag, peddler of adult diapers, retirement communities, denture creams. Women over 40 are seldom presented as attractive, intelligent, sensual, sexual, whole human beings the way men are. Women become mutton dressed as lamb, cougars, are shoved aside, or dropped into those acceptable stereotyped roles because, unlike men of the same age, women are now toothless hags who need denture cream. Of course, the upside of this is that an older woman can now wear white trousers and swim and box and be sporty without ever having to worry about periods or leakage.

Opps. I forgot about incontinence pads.

As I said, we’ve been conditioned to not see our own worth–except as consumers of products that tell us we have to fight the disease of ageing–or face a wrinkled, toothless future of pee pads and retirement living and funeral insurance.

What you do see is what you’ve always seen, and it is what you accept because that is all you have ever been shown. You may not be aware that you buy into the negative image. After all, for decades we’ve been bombarded with ageist and sexist imagery about adult diapers, creams that lift sagging skin, Cary Grant with Audrey Hepburn, and Daniel Craig’s James Bond (who was in his late 40s at the time) romancing twentysomething Lea Seydoux rather winding up with than the disposable fiftysomething Monica Bellucci in the last Bond feature, Spectre.

**Yes, I’m still irritated by that moment when the Craig Bond was poised to go on being different but failed to deliver. After SEVEN minutes (if I remember, that’s how long Dan and Monica had on screen) the story fell back onto the usual status quo that disposed of the older woman for the younger woman. By the way, if you’re wondering, I had already written the first book of my butler & spy In Service series, At Your Service before that movie came out.**

Sorry to digress and rant, but I’m sure you understand that advertising, that the persistent older man-younger woman construct, reinforces the information you see about women ‘getting old,’ and men being hot silver foxes. Although you’ve had plenty of movies and romance novels where the older guy silver fox gets the girl, and gets it on with the girl, how often do you seen a couple who are the same age getting it on?

I bet you can count the times on one hand, maybe two. Who would blame you for believing the double standard of aging?

In the celluloid world, in the fictional world, especially in the world of romance fiction, the silver fox smokin’ hot grandpa is easy to find, it’s even a trope in the romance genre, but smokin’ hot grandma? Age equivalent sex is viewed as problematic—and it’s all because of the woman. Add a woman with sagging skin and she’s automatically a grandma, and granny sex is gross because grandmas don’t have sex—even with silver foxy grandpas. What’s the point of a man having sex with a woman who’s probably no longer fertile anyway since everyone knows that a woman is only attractive if she’s fertile, like the Nile Delta, and able to bear children.

Go ahead and call bullshit on that. You know you want to.

I’ll leave the rant about the predominance of men writing, producing, and perpetuating the silver fox hero and masculine wish fulfillment that has kept older women sidelined or invisible (thanks for the reminder, Vassiliki) to another day, but what turned me to become a hybrid author was when I had a female romance publishing CEO tell me no one wanted to read granny sex. Yes, I’ve ranted about that before. A lot. I saw what I was up against, what I’d always been up against. The comment corroborated the findings of my doctoral work. I knew that, despite an offer from my publisher, and on-the-fence interest from another who worried about ‘where to place the book’, I could do a better job marketing my butler & spy series in what is still considered to be a niche or yet-to-prove itself audience my research demonstrated was and IS there. The CEO’s comment is revealing and points to the fact that, for some publishers, an older female protagonist is risky. A sexy, sex-filled romantic interlude in romance fiction, like onscreen, is still considered to be a venue open only to young, fresh-faced, fertile women.

For many publishers the status quo remains, it’s silver foxy men, but no silver foxy women, and THIS is the root of the image problem. We get what we’ve always had because of the pervasive attitude that older women aren’t attractive or sexual and it’s a vicious circle. Keeping grandma out of the bedroom, that is, not allowing portrayals of older women as sexual or attractive serves to reinforce the attitude that no one wants to see grandma as sexual or attractive.

Here are a few questions to consider why some find portrayals of sexual women over 40 is so problematic.

Is it really about sagging breasts and lined faces?

Is it really that romance is a tale for younger women, or readers who want to remember what it was like when they were younger?

Or is it because we are so rarely shown positive images of mature female sexuality, or that mature sexuality is too often portrayed as a joke where older women fan themselves or blush or giggle and mention Fifty Shades of Grey while whispering about viagra and their older partners with erectile dysfunction?

The image problem boils down to a lack of representations showing us that women over 40 are attractive, intelligent, sensual, sexual, whole human beings. This means it’s time to make a NEW status quo, to normalize how life really is, and how women over 40 really are. If a publisher thinks granny’s saggy boobs are distasteful (not something a romance hero would care about), the solution is simple. Romance has various ‘heat’ levels. That is, an array of how intimate sexual activity is described–from a chaste kiss and closing the bedroom door, to graphic sex. There is a spectrum of readers, those who like the bedroom door closed and those who want explicit description.

There is a spectrum of readers who want ‘Seasoned Romance’, Later in life tales featuring women 40, 50, 60, and beyond, those who want granny to close the bedroom door, and those who want to see granny in all her glory.

Most importantly, there is a spectrum of people who want to see their lives reflected in the stories they see on screen and in the pages of a book. Love has no age limit. We’ve let advertisers, filmmakers and publishers tell us that love has an age limit.  I want to point out again, that this is not a niche market. There is money to be made. Advertisers, filmmakers and publishers need to stop believing and peddling the old bullshit hype. They will, once there is a story that hits it big and makes them some coin because guess who has the cash to be instrumental in making this come to fruition this? Women over 40.

And we’re worth a lot.

Old Habits

Since our perceptions about ‘old’ and growing older change, and we clue in to just how much bullshit is wrapped up in advertising ‘selling us a dream’ and telling us, women over the age of 40 in particular, that we ‘no longer matter,’ isn’t it time to challenge what we perceive as ‘old’ and how we depict age and ageing, to remove the stigma and fear? We, all of us, need to challenge, to change, to knockout negative depictions of aging in advertising, in films, television, fiction, all very powerful forces in shaping culture, that are utterly ageist because ageism is detrimental to us all, even more so if you are female.

Why is it so many of us fear getting older? Often, we treat antiques as items of great value and take care to look after them, yet rather than treat older people as valuable, we have come to ridicule and devalue them, older women in particular. Adding fire to fear is how we see ageing as a disease to combat. Girls and young women are bombarded by the message that getting older is a horrible road paved with ugliness and decline. As a result, we’re too afraid to face the skewed reality we’ve been told is true, when it’s nothing but a con.

If our primary goal in life is to, well, STAY ALIVE, seemingly as long as possible, why then do we see living a long life that changes our faces and bodies along the way as something shameful, ugly, and diseased?

Habit. Laziness. Because the stereotypes of age and ageism are so pervasive and accepted.

I often discuss stereotypes of women and age. I fully understand that stereotypes are a shorthand route to creating a character. I say dumb blonde Barbie or redneck and I bet it conjures up very specific images. The shorthand of stereotypes are a convenient way to contextualise accomplishments and standardise expectations, but the shorthand is reductive, usually faulty, and often comes with fixed meanings that people assign to it, which causes us to reduce people to labels like dumb blonde Barbie, redneck, or old coot. Age is a characteristic, not an attribute that defines a person. The depiction of older people as decrepit, pathetic, useless, as a crone, old coot, or geezer isn’t something that connects us with our future selves; it creates dread and denial of a natural process of life, it creates a multi-billion dollar industry that bombards us with reminders to fear and fight ageing, which in turn serves to devalue and dread our future selves.

When it comes to advertising, Cindy Gallop notes, “little nuance in the way age is portrayed,” there’s an either or with “beautiful blonde-haired, white-haired, blue-haired, gorgeous older people walking on the beach in the sunset…or ridiculously comical parodies and caricatures of older people.” There’s not a lot of ethnic or cultural diversity, not a great deal of products aimed directly at men the way anti-ageing products target women, nothing geared toward the older LGBTIQ community. Older people have the income, have the money to spend, but there is little to reflect this in advertising the products aimed at adults growing older. It’s about retirement communities, arthritis pain relief, funeral insurance, anti-ageing creams.

When it comes to films and television shows depicting older people, change is slow, particularly in romance fiction. I write about that often. I rant about it often. There have been some changes in Hollywood, even a little bit in romance fiction with the growing visibility of Seasoned Romance, and thank heaven for that. However, something I’ve noticed is that a number of films and TV shows with older leads, still treat being older as a joke, or treat ageing almost like another character present in the room. Invariably, someone points out that age is in the room with a well-timed, “really, at your age?” or there’s a scene with erectile dysfunction and Viagra, like in Book Club, where older women reading Fifty Shades of Grey is subversive and changes their lives. Age ceases to be a mere characteristic of a character as the focus shifts to stereotypes of decline and disease, on things older people ‘don’t do’ anymore, rather than keeping the spotlight on the story-telling of say, two older people finding love and sex again later in life, as in Our Souls At Night, which showed the romantic awkwardness and expectations of two people who just happened to be older—the awkwardness and expectations not really so different to younger people.

This could just be my bugbear, a thing that disappoints me, but it is something I’ve noticed and something that can spoil a story for me. I may even be guilty of it myself because I am so hellbent at making sure readers know my heroines are older, but I think, and I could be wrong here, that I don’t use a sledge hammer to do it, and I don’t make age a character in the room. I’ve written two books where I never specifically state the heroine’s age. Willa, in For Your Eyes Only and Mae the butler of my In Service series are both 50-ish—okay, Mae’s age is revealed—in one short statement that appears in Italian, but I chose to keep the exact ages of those heroines hidden. My characters get on with the story without bumping into those age stereotypes or jokes. Age is a characteristic of my leads, not an attribute that defines them.

Is it so hard to tell a tale without having arrows constantly pointing to the chronological age? No, it’s not. Stories unfold and develop with all kinds of characteristics becoming an unnecessary factor to the story-telling. When a story is well-written and executed, age, like a character’s eye color, fades into the background; we no longer notice the bright blue eyes, unless they are bright blue for some very important reason that impacts the story. What do you think?

Am I miles off base? Is age REALLY that important to tell a story?

 

 

 

Intersectionality: Ageism and the Older Romance Heroine

Wielding my Shield of Smartass

Yes, I’ve been saying this and I keep saying this.

Age is often overlooked as an issue of diversity, especially within the publishing world. As a result of this disregard, romance fiction, so often at the forefront of social change for women, is losing its place as a feminist trailblazer, especially for older women, and it’s missing out on an opportunity to make money.

I write romantic suspense and contemporary romance featuring lead characters over the age of 40 (that’s heroes and heroines aged 40+) who fall in love and get it on, because unlike what you see—or don’t see—men and women 40, 50, 60 and beyond still fall in love and have great sex. Some of you may be familiar with my novels, my academic investigations into portraying older women as heroines in romance fiction, my occasional ranty soapboxing about the roles that have typically been given to women 40+, about the stereotypes of age, and the importance of including older women as leads in romance fiction.

Yeah, well, I’m ranting. Again.

Hollywood and publishing have had a much-needed kick up the backside, one that has called out the overdue need for diversity and inclusion on screen and in fiction. There’s been a call for more stories featuring POC as leads, more stories of people with disabilities, more stories showing a wider spectrum of cultures, of sexual orientation and gender identities, of people long overlooked as real, as whole. We’ve had the success of Crazy Rich Asians and Black Panther, the #metoo movement, Hollywood and romance publishing standing up to sexism. Hooray! However, in spite of the discussion around diversity and inclusion, like I said, age diversity is often left out of the conversation and that exclusion is ageist. Ageism can have an effect on everyone, regardless of skin colour, cultural heritage, disability, gender identity or sexual orientation. We all age, yet it remains acceptable to  to degrade, ridicule, devalue and fear older people. Especially older women.

The intersectionality of ageism is seldom acknowledged, but the reality is that ageism, sexism, and racism are all linked, people of all colours and cultures experience ageism, it hits women much harder than men, and this intersectionality, especially in western society, results in a culture steeped in ageism. We (women in particular), unconsciously accept and participate in widespread and invisible ageist structures, stereotypes, and biases that show up in books TV, movies, advertising. This conditions us to see things one way, and the images you see are powerful. What you don’t see is even more powerful, and you rarely see older women as romance heroines.

The age bias is evident in the romance fiction industry, where the standard has been for the heroines to be young, which means romance is conceptualised as a younger woman’s tale. It’s something of a vicious circle. What you don’t see effects what you do see, and we have been conditioned to accept only young women as heroines. We lack older female role models. Hollywood and fiction embrace the silver fox hero, yet you seldom find a silver foxy heroine. The older man paired with a younger woman is ubiquitous in film and fiction, but the roles for women 40+ boil down to mother, wife, cougar, granny, crazy and/or evil old hag—roles many of us take on board without realising they’re stereotypes. Women 40+ are rarely portrayed as complex, confident, sensual or sexual, and are more frequently sidelined to secondary characters, or written out the narrative entirely. This is sexist and ageist. Thankfully, things are beginning to change in Hollywood.

I write the complex, interesting, confident, sensual, sexual romantic older heroines I want to see. My latest releases, At Your Service and Forever In Your Service, and Your Sterling Service feature a 50-ish female butler paired with a slightly younger spy. In my academic investigations, I established that there is an audience for stories featuring older protagonists like mine, and it’s one that can attract money. I’m repeating myself and I’ll keep repeating myself because over the last 15 years, this waiting audience has grown, and they STILL want romance novels featuring older, or ‘seasoned’ lead characters. It is this audience who are pushing to refer to this ‘later in life’ romance subgenre as ‘Seasoned Romance’ (SR). If you want evidence, beyond mine, of this burgeoning, waiting audience, check out the Facebook Groups Seasoned Romance, and Romance in Her Prime, with over 3,000 reader and writer members and growing. Hollywood may have recognised the power of the ‘silver or grey dollar,’ and begun to cater to the audience craving older characters, but, like me, many older readers eager to buy SR find romance publishing lagging behind.

Publishers are trying. There have been attempts to market to readers who are looking for older characters. In 2006, Harlequin launched the NEXT imprint, the late 80s gave us Berkley’s Second Chance at Love, and Ballantine’s Love & Life. None of these imprints lasted long. Second Chance at Love and Love & Life were poorly marketed and had unappealing covers that turned off reader (trust me on this, I have some of them). NEXT was essentially Women’s Fiction; romance was a sideline to the narrative rather than what drove the plot. The failure of these imprints was seen as proof that readers couldn’t accept older characters as leads, rather than as a marketing misstep. Marketing is savvier now and see potential. Recently, Entangled launched August with a focus on older couples, and Sideways, a Women’s Fiction imprint. Entangled recognises financial opportunity and the audience wanting SR. However, both imprints have, or have had, limits set on the age range for characters. Limiting character age demonstrates ageist (and, as you see with prevalence of silver fox heroes, sexist) structures and biases that continue to operate in publishing.

Although there has been some shift within the industry regarding an openness to age, I often come across SR authors recounting how romance editors have told them to ‘make the heroine younger,’ or stated that, ‘no one wants to read a story with granny sex,’ or that ‘older characters have too much baggage for a romance.’ Not only do these comments show some editors have lost sight that the love story is the core of romance, they also give credence of the pervasive ageism within the industry. Sadly, SR has to prove itself. There has yet to be that one best-selling big book.

Luckily, there are authors like myself, Karen Booth, Natasha Moore, Kerrie Patterson, Maggie Christensen, Kristen Ashley, Maggie Wells, Cecilia London, Josie Kerr, Jeannie Moon, Julie Hammerle and many others, who working hard to disrupt ageism with the stories we tell of complex, intelligent, interesting, confident, sensual, sexual, romance heroines who happen to be older. We are the new trailblazers.

You can be too.

Smashin’ Frivolous Myths

Let this serve as a reminder of what I do. A writer I know posted this on Facebook — it’s originally from The Best of Tumblr.


My thing is to smash the MYTH that’s decreed romance heroines should only ever be in their 20s since women over 40, don’t have sex anymore, and if they dare to knock boots it’s, as I heard one publishing executive say, “granny sex and who wants to read granny sex?”

Nope, I’m NOT going to let that publisher’s comment go. That there feeds right into the ageist and stereotyped bullshit I’m smashing. It also reminds me of something I read when I was doing my Master’s thesis. Now, I tend to keep EVERYTHING research related, but do you think I can find the reference about younger women populating romance while older women (that is women 40 and over) are kicked into Women’s Fiction? Do you think I can find the quote that says something like, ‘after 40, women are no longer interested in the frivolity of love?’

AS IF love is truly frivolous! It’s what everyone on the plant needs and wants and hopes for.

I’ve spent half the morning looking for the quote on my newest laptop. I have to assume it’s at home, still buried with all the masters stuff on my ancient (as in I had it in 2008) heavy, white MacBook with the dead battery and wonky touch pad. When I find the reference,  I’ll post it because the premise that so often makes others look down their noses at Romance fiction is that the genre deals with love, which, for some reason, suddenly becomes frivolous if the protagonist is female and the writer is female.  We all know when it’s a tragic tale of love, it’s literary, but if it’s written by a woman, and has an optimistic, positive ending where love triumphs, it’s not creative or literary, and if the protagonist is female, then the tale’s focus on love is not creative or literary, but frivolous.

AS IF love is frivolous.

Yes, I know. The impact of this post would be so much better if I could find the bloody, frivolous quote.

In the meantime, I’ll go back to writing True to Your Service, the third book in my In Service series about a middle-aged female butler and the spy who loves her. The first book, At Your Service and a companion short story, Your Sterling Service, are out now.

Return of A Little Help From My Romance Reading Friends: The Lazily-titled Sequel

It’s coming up on two years since I put out my plea for your help.  Back in February of 2016, I penned a post titled A Little Help From My Romance Reading Friends. Once again,  I come to you, Dear Reader, you with your finger on the pulse of romance, your eyes on the words and covers and spines of books of paper, screen, and audio. I come to you asking for your help, asking you to tell me about the Romance novels you have read where the heroine is aged OVER 40. That is, the heroine is 40, 50, 60 and beyond.  It’s time to update my list and I need YOU to do this because I am only one tiny woman with a TBR pile and books to edit and books to write so I can add to this list of mine.

I’m very specific here. I want representation of women over 40. Why 40? Because, like in Hollywood 40 is some kind of invisible line for women. Women under 40 get roles, but hit 40 and they dry up. Plus, I’m tired (aren’t you) of the sexist, ageist older man-younger pairing that is the staple of Hollywood and, let’s face it, most kinds of fiction.

Let me be even more specific. I’m after Romance, not Women’s Fiction. In Women’s Fiction there’s often an element of romance, but the lovey-dovey stuff isn’t the primary focus. In ROMANCE the story is driven by a couple on a journey to find love, rather than, as you frequently find in Women’s Fiction, a woman’s journey of self discovery or tale of women’s friendship and/or relationship with friends and family. Call it Adult Contemporary Romance, MidRom, Seasoned Romance, Older Romance,  MatRom, Vintage Rom, (I’ll bite you if you call it HenRom, GrannyRom or HagRom), I want all the romance, I want two people falling for each other and all the glorious, complex, baggage-filled mess that goes with it, the Big Misunderstanding, the (however much I despise them) Secret Baby, Enemies to Lovers, Friends to Lovers, the Marriage of Convience, I want all those familiar tropes you love and maybe even hate, but I want them to feature heroines aged 40 and over.

My aim, if it’s not clear, is to present women of a certain age in the genre of fiction that is and always has been female-focussed. I want to draw attention that there are older romance readers who are so damn ready to see themselves reflected in the genre they love. It’s about visibility. Older women deserve and need to be written back into the narrative of life and fictional tales. Because of it’s position as a vanguard for women and social change, Romance fiction holds the power to make older women visible.  However, there are impediments still in place, sticky impediments. With this list as proof of a growing market and subgenre (not a niche, dammit),  I want to clear way the cobwebs that still obscure some publishers minds, and show them the vibrancy of older women.  The Romance publishers who are open to older heroines, but limit the ‘field of older’ to between the ages of 35 to 45 because, as one editor said to me, “No one wants to read about granny sex,” need to understand that this limit perpetuates the ageist and sexist attitude that older women aren’t attractive, sexual, or interested in sex, which implies women over 45 are lesser, other, unworthy of love, and their hideousness must continue to be hidden or kept out of the narrative–you see how ridiculous that practice is.

Have a gander at the list I already have. I know since 2016 there have been titles released by traditional and indie publishers (I’m looking at you, Maggie Wells), but as any author will tell you DISCOVERABILITY IS KEY to readers finding new authors and titles.  I want to add books to my list of romance fiction featuring heroines over 40!  Give ’em to me. Shoot those titles my way! Help me add to the list and help these books be discovered! Let’s wipe out sexist ageism one Romance novel at a time!

PLEASE Leave your book recommendation as a comment!

The Image Problem of Granny Sex

Older women have an image problem, a negative one that has become normalized. What do I mean by normalized? Representations of women of a certain age have become ingrained in society and have resulted in stereotypes—you know the ones I mean, the acceptable roles; grandma, crabby crazy cat lady, old hag, peddler of adult diapers, retirement communities, denture creams. Women over 40 are seldom presented as attractive, intelligent, sensual, sexual, whole human beings the way men are. This needs to change.

Back in 1972, Susan Sontag wrote about the Double Standard of Aging, and nowhere is this more evident than in film and romance fiction. In movies and books, men get distinguished as they age, and they are allowed to age. Men at 45 are silver foxes, while women of the same age are merely ‘old.’ Women become mutton dressed as lamb, cougars, are shoved aside, or dropped into those acceptable stereotyped roles because, unlike men of the same age, women are now toothless hags who need denture cream.

What you see is what you’ve always seen, and it is what you accept because that is all you have ever been shown. You may not be aware that you buy into the negative image. After all, the imagery you’ve seen about adult diapers, creams that lift sagging skin, and late fortysomething Daniel Craig’s James Bond romancing twentysomething Lea Seydoux rather than fiftysomething Monica Bellucci, reinforces the information you see about women ‘getting old,’ and men being hot silver foxes. Who would blame you for believing the double standard of aging?

Although you’ve had plenty of movies and romance novels where the older guy silver fox gets the girl, and gets it on with the girl, how often have you seen a couple who are roughly the same age getting it on? Age equivalent sex suddenly becomes problematic—and it’s all because of the woman. Add a woman with sagging skin and she’s a grandma, and granny sex is gross because grandmas don’t have sex—even with silver foxy grandpas.

Give us silver fox smokin’ hot grandpas, but no grannies and their saggy this and that. I had a romance publisher tell me no one wanted to read granny sex, quite recently in fact. I was prepared to show this publisher evidence contrary to her statement (have a look at the Seasoned Romance Facebook page). Unfortunately, this was at a conference, others stepped in, and my opportunity to continue was lost. That moment indicated that, for some publishers, romantic interludes in romance fiction, like onscreen, is still considered to be a venue open only to young women.

For many publishers the status quo remains, silver foxy men, but no silver foxy women, and THIS is the root of the image problem. We get what we’ve always had because of this pervasive attitude that older women aren’t attractive or sexual. The image problem is a vicious circle, but I’m pushing for change. While I’ve posted about what to call this subgenre of romance (I’m still leaning toward just calling it Romance), this time I’m asking for reasons why you think portrayals of sexual women over 40 is so problematic. 

Is it really about sagging breasts and lined faces?

Is it really that romance is a tale for younger women, or readers who want to remember what it was like when they were younger?

Is sex after 40 just plain gross?

Or is it because we have so rarely been shown positive images of mature female sexuality?

The image problem boils down to a lack of representations showing us that women over 40 are attractive, intelligent, sensual, sexual, whole human beings. This means it’s time to make a NEW status quo, to normalize how life really is, and how women over 40 really are. If a publisher thinks granny’s saggy boobs are distasteful (not something a romance hero would care about), the solution is simple. Romance has various ‘heat’ levels. That is, an array of how intimate sexual activity is described–from a chaste kiss and closing the bedroom door, to graphic sex. There is a spectrum of readers, those who like the bedroom door closed and those who want explicit description. There is a spectrum of readers who want romance tales featuring women 40, 50, 60, and beyond, those who want granny to close the bedroom door, and those who want to see granny in all her glory.

Leave a comment about what you think is problematic. Meanwhile, I’ll keep writing my sexually active silver foxy heroines over 40.

 

 

 

 

 

 

Calling All Readers: What Do We Call It and How Do We Do it?

For years, I’ve been writing for an overlooked audience. Now, finally, I’m writing for a slowly emerging market, one a few publishers are, after years of ignoring, only just beginning to cater to. Despite the presence of a target audience, that is readers over 40,  two stumbling blocks remain when it comes to marketing romance fiction to readers over 40: WHAT to call this subgene, and HOW to market romance with older couples.

The WHAT: The front-running suggestions for this romance subgenre (Thank you, Laura Boon Russell for reminding me to mention that this is a subgenre), from those of us who write romance fiction with lead characters over 40, have been Adult Contemporary Romance, Seasoned Romance, Mature Romance (MatRom), and Silver Romance. The new category line from Entangled is called August, which is a charming moniker, but the line is limited to stories of characters 35-45. Now, here’s where you come in. Do you have any ideas of WHAT to call romance fiction with both lead characters who are over 40?

If you do, leave a comment. Better still leave a comment about the search terms you use when you go looking for romance tales where both characters have been around the block a time or two? You as a reader have the power to pick the name that REALLY sticks.

Groovy, say we come up with a consensus on a name for this subgenre, for Romance of a Certain Age, Granny Lit or Hag Lit, (Can we agree now NOT use any of those?), but what about the HOW?

HOW to market these books is fraught with the same issues Hollywood has when it comes to marketing any film featuring a woman over 40 as the lead. Artwork and advertising, which in the publishing world means book covers, can be tricky for a tale with younger leads. A book cover, like a movie poster, is supposed to be shorthand for the story presented. Marketing departments for Romance fiction have always found a way to work around finding cover art for troublesome novel, usually steering clear of the stereotypical clinch cover in favour of something benign, such as a pair of shoes, a dog, an empty Adirondack chair sitting on a beach. In Hollywood, the usual thinking is:

  1. If the older woman appears on the advertising, be sure the image includes an object that obscures her age, such as a coffee cup in front of her face;
  2. If the older woman appears on the movie poster, ensure only a small percentage of her body is shown, no full body shots;
  3. Reduce the size of the woman’s image, place her in the background in a setting, such as on a dock, on a boat, behind Bruce Willis or Morgan Freeman. Seriously. Go look at this poster for Red, right now.

Obviously, in fiction and film there’s a similar workaround showing the ageing body, which is primarily horrifying because ageing and the bodies of older people are continually presented as ugly and something to fear. These images lead to an unconscious bias against older people, particularly older women, and that bias keeps women from appearing roles other than mother, granny, harpy, crone, or keeps them from appearing at all. ON book covers and movie posters.

The chief antidote to treating ageing as a disease is to present it as normal, as everyday, but creating a new standard and breaking down pervasive image stereotypes of age—or any stereotype—takes time. People need to ‘get used to’ something new. I understand starting small, put the aged female face behind that coffee cup a few times, or reduce the size of Mary-Lousie Parker and Helen Mirren on the poster for Red. Use those benign beach-front images that suggest peace, use the dog, the shoes. Then, slowly, because, people need time to adjust to change, get rid of the coffee cup, enlarge the size of the woman, move her to the foreground, right beside the acceptable male silver fox in that Adult Contemporary-Seasoned-Mature-Silver-August Romance.