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.

Introduction to an Old Character

Wielding my Shield of Smartass

The Pink Heart Society’s May newsletter discusses romance fiction with older heroines, and asks, as I do, if the romance genre thinks love has an age limit. The newsletter features interviews with Dee Ernst, Amanda Ward, Liz Flaherty, Morgan Malone and the Pink Heart Society’s (PHS) editor, Trish Wylie—all romance authors who place women of certain age front and centre of romance. It’s exciting to know I am not alone in being passionate in my desire to stamp out ageism and sexism.

Why is it exciting?

An Introduction (for you newbies)

Hi, I’m Sandra Antonelli. I write older romance heroines—silver foxy women over 40 as the lead characters, not as secondary characters, and not as protagonists in Women’s Fiction, but as the romantic leads. I represent this demographic of women and demographic of romance readers who want female heroines with all my heart, and I am passionate about continuing to do so.

If this is your first time reading one of my posts, and you don’t know, mature-aged romance heroines are my soapbox. Check out the Mature Content Stockpile tab for just how much soapboxing I do. There are many reports in the media discussing sexism and ageism in Hollywood, but there’s very little media dialogue on ageism and sexism in romance fiction. Strange, because there is such a parallel in the way women of a certain age are pigeon-holed in stereotyped roles (cougar, granny, witch, crazy cat lady) or rendered nearly invisible in both forms of entertainment. This really chaps my hide.

Years ago, before Harlequin’s NEXT line, which touted stories about women with a little more life experience, I went looking for older romance heroines and found next to nothing. So, I decided to write my own, thinking the world would catch up. I kept writing older protagonists in romance, and, like Liz Flaherty mentions in the PHS newsletter, I got curious about why there were only a handful to be found. I did a master’s degree and then a PhD on the subject to try to get to the core. The masters uncovered the demographic of reader looking for older romance heroines, the PhD examined why the demographic is overlooked. And in the mix of all that academic stuff, I kept on writing romance with older heroines AND heroes because no way was I going to be like Hollywood and let the hero be an older Bruce Willis-type while the heroine was 25 to 35-something. My books were published by Escape, a division of Harlequin Enterprises in ebook format—because ebooks are a little more open to taking a chance on something with a niche market, or outside the norm.

I have four books that sit outside the romance heroine age norm: A Basic Renovation, For Your Eyes Only, Driving in Neutral, and Next to You, as well as short stories Your Sterling Service, and Niagara Falls at Café Nixin the anthology It All Happened at Café Nix. I have more on the way. You can find links to all my books here.

Knowing that there are other books outside the norm besides my own, that I’m not the only one writing older romance heroines, that Dee Ernst, Amanda Ward, Liz Flaherty, Morgan Malone, Karen Booth, Josie Kerr, Maggie Wells, Natasha Moore, and the Seasoned Romance Facebook page with over 600 members of authors (and readers) are also writing heroines with life experience and–gasp–wrinkles shows that older equals OH HELL YES!

Can You Predict the Future?

Yeah, you guessed it! I’ll write romance, blog, tweet, post on Facebook, and do academic-type stuff on women of a certain age in romance, and I’ll keep on championing  until we’re not a stereotype of age, a niche market, or a trend.

I applaud you ballsy authors who, like me, want to show the entire world, not just the romance world or Hollywood, that foxy doesn’t end at forty.

Good News: What’s Old Is New and Still Old But Maybe Not

There are lot of parallels between Hollywood and Romance fiction and the way women and ageing are portrayed. The way ageing in general is portrayed in the media is most troubling.  I’d like to point out that things are beginning to shift. There are a few TV shows that show female characters over 40 as hot, passionate, and strong  women (Hello, House of Cards and Claire Underwood). Carina Press was looking for tales of older silver foxy people, and now, with their August line, Entangled is as well!

GLORY BE TO THE MOTHER! This is brilliant, fabulous, exciting and I am all a-tingle with the call for mature, so all a tingle I almost don’t need coffee this morning.

Almost.

However –and you knew there’d be a however– both publishers make mention they are looking for romantic tales with mature leads mid- 30’s to mid 40s. See that there? They set an age limit on their calls for tales of old.

I know I oughta be grateful for the small step, and I am. Truly. This is THE MOST EXCITING THING that has happened in the world of romance publishing, but why the limit on age?

We know why. It’s about sex. It’s that idea that older people engaging in intercourse or–heaven help us–oral sex is plain ICKY.  Everyone knows no one over 55 has sex. Oh, wait the men do because they’re silver foxes, but the women don’t because they’re all saggy, have no libido or need for intimacy, their child-bearing days are far behind them, and their vaginas are so dry that sex is impossible, even with silver foxy men their own age.

Yeah, well, I call bullshit, and again, we come to that parallel between romance and Hollywood and their block with  sex and the older person. It comes down to what I call the Ick Factor.

I stopped posting things on the Mature Content Stockpile because so much of my ongoing research simply repeated  how ageism and the Ick Factor is rampant in Hollywood, in fiction, in the media,The stereotypes of age and women over 40 are so damned ingrained in society that Hollywood, publishing, and the media are scared of crossing from anti-ageing and into the sex zone. There’s some interesting work out that that examines the ageist attitudes about sex in Hollywood, such as, Gatling, Mills, & Lindsay’s Sex After 60? You’ve Got to Be Joking! Senior Sexuality in Comedy Film.

Abstract

Representations of the sexuality of older people have been largely absent in mainstream films until recent times. Cinema as an art form has historically denied or ignored the fact that humans are sexual beings their whole lives. In this paper, critical discourse analysis is used to examine four comedy films released between 1993 and 2012 that tackle the subject of ‘senior sexuality’. All four films are explicit in representing older people as sexual beings but, unlike films about young people’s sexual activity, the details of sexual encounters are left to viewers’ imaginations. Two of the films challenge the notion of a heteronormative old age.

Cool, innit? Here’s Ms Gatling’s PhD:  Representations of age and ageing in comedy film.

Ageism is a social injustice that impacts negatively every person who lives long enough. The aim of this thesis is to raise critical awareness of ageist messages in the representations of older people on-screen in the popular genre of comedy film.

It has been generally acknowledged that society is influenced, often unknowingly, by the mass media. Film, particularly comedy film, is a popular entertainment medium that is readily-accessible, both in cinemas and in DVD/Blu ray format. Going to the cinema, downloading a film or renting a DVD from a store are relatively cheap entertainment options for many people in the developed world. Film, therefore, has the potential to influence large numbers of viewers. Many films carry ageist messages, which are often undetected and unrecognised by audiences, yet these messages influence attitudes, behaviours and opinions. Negative representations of ageing occur in films made for children as well as those made for adults, which is even more unacceptable because children are particularly susceptible to influence, and can develop inaccurate views about age and ageing that may persist throughout their lives.

As a registered nurse I have an obligation to adhere to professional standards requiring me, and every nurse, to respect and promote the human rights of all members of society. Discrimination against clients on any grounds, including age, is unacceptable and contrary to the codes of practice and ethical standards that govern and guide the profession. Unfortunately, it has been shown that health professionals, including nurses, are not immune to developing ageist views. This can negatively affect the care given to older clients and can contribute to poor physical and mental health outcomes.

A dispositive analysis approach to critical discourse analysis was used to investigate the ways age and ageing are represented in a selection of comedy films. Dispositive analysis includes analysis of actions and objects related to the topic under scrutiny as well as analysis of the language used. This approach is extremely useful when examining representations of age and ageing in film because not all aspects of the discourse are linguistic. An example of this is the following scenario: a car is seen weaving erratically along the road with just the top of the driver’s old-fashioned hat visible through the front windscreen. It is commonly assumed that the driver is an elderly woman; no linguistic signposting is required.

Comedy, as a genre, was chosen because of its capacity to perpetuate ideas and representations that, in other contexts, would be unacceptable but, using the guise of humour, are rendered permissible. Highly-exaggerated and ridiculous situations and characterisations are expected in comedy films; harmful messages, therefore, about gender, race, sexual orientation, religion and age can be disseminated freely. Were such scenes and messages to be aired in the real world, repercussions might well occur in the form of public protest and legal action.

This thesis considers a selected corpus of films in three categories:

1. films about mid-life and the concept of mid-life crisis

2. films concerning older people’s age and ageing

3. films related to older people’s sexuality.

Films that featured aspects of middle age as well as old age were considered because middle age is identified as the time in the life span when ageing becomes a subject that attracts the attention of the comedy filmmakers. The films in the dataset were chosen on the basis of their audience reach and popularity and content, which had to contain material related to themes of age and ageing.

Findings confirmed that middle age is largely represented as a time of crisis, particularly for men. Analysis showed middle age to be characterised by stereotypical behaviours related to disappointment and dissatisfaction, including infidelity, restlessness, yearning for change, risk taking and attempts to ‘turn back the clock’ by cosmetic enhancements.

Representations of old age in recent comedy films were found to be much more diverse than those found in earlier manifestations. Tentative steps appear to have been taken towards a more realistic portrayal of old age, particularly in relation to sexuality. Representations of old age as a period of asexuality appear to be fading to be replaced with a discourse of ageing which includes older people who have some level of sexual activity or, at least, an interest in sexuality. The myth of a heteronormative old age is being challenged by the emergence of older characters that are openly gay.

The thesis concludes with a discussion about strategies that could be used to raise critical awareness about the messages disseminated in film. Specific strategies for use in the education of health professionals could reduce ageism in the future workforce of this vital sector of the community. Critical thinking skills could be sharpened by giving students the opportunity to evaluate representations of older people in film. Students could reflect on their own attitudes to ageing and consider how their practice could be improved by embracing an open-minded, non-judgemental approach to the care of all clients, irrespective of age.

Find  Gatling’s PhD here. https://researchonline.jcu.edu.au/39247/

The work challenging ageist stereotypes is occurring on pay television (such as Grace and Frankie and House of Cards on Netflix), there have been a few films that venture into this territory, and the call for characters over 40 from Carina and Entangled show progress on the horizon. The toe is in the door.

I hope the whole foot follows.

As an aside,  Margaret Gatling’s  PhD research on older people and sexuality on screen took place about the same time I did my PhD. Our paths have yet to cross, despite how our work overlaps, and how we both live n Australia (it’s a big country, kids).

 

Gatling, M.,  Mills, J., & Lindsay, D. (2016)  Sex After 60? You’ve got to be joking! Senior sexuality in comedy film. Journal of Aging Studies 40, 23-28.

Gatling, Margaret Catherine (2013) Representations of age and ageing in comedy film.  https://researchonline.jcu.edu.au/39247/.

Loving the Beast: Or What I Learned From Loving the Villain

Luke Evans as Gaston. I approve.im-such-a-bad-boy

Everyone thinks the story Beauty and the Beast is about Belle and the Beast, a cursed prince, but really it’s about Gaston’s ability to expectorate, decorate with antlers, and his slide into hell.

You can keep your pure-hearted heroines and heroes. I’ve always liked fairy tale villains best. Villains give a better example of what it means to be truly human. Villains face or ignore their own shortcomings. Villains illustrate the concept of free will. Villains demonstrate human frailty, human morality. Villains illuminate how to and how not to behave if one wants to be loved, accepted, and admired. We learn more about ourselves from the villain’s actions than we do from the heroine’s or hero’s actions.

Heroines and heroes can be kind of boring, particularly if they are all goody-goody, principled types. Why I think Cinderella is boring as dry grass is that I never learned anything from her, and I never learned anything from Sleeping Beauty, from The Little Mermaid, or Snow White either—other than if you’re pretty people hate you. But I learned plenty from the evil stepmother, nasty stepsisters, and The Evil Queens: If you do something mean it will, eventually, bite you on the ass and lead to your downfall.

Best to avoid being mean.

I love a well-fleshed out villain, but what I love even more is a character who has villainous traits. For me, what makes Mr Rochester far more interesting than Mr High Morals Darcy is that Rochester has a secret, a screaming wraith of a secret that makes him deceitful. The secret is in the attic and it very nearly ruins him. What do we learn from Rochester’s villainous behavior?

Polygamy is bad and don’t keep secrets from the woman you love.

queen2Naturally, my love for a bit o’ badness points to the usual discussion about ‘niceness,’ as in how the leads, particularly the female lead in a romance novel, must be ‘nice,’ never nasty or bitchy, which points to the double standard discussion about how women ‘ought to behave,’ and how older women have been maligned for centuries, which points to a discussion on social mores blah, blah…

I want more female leads in romance fiction to be villainous, to have villainous traits the way Scarlett O’Hara and Rochester do. While Scarlett’s behavior in Gone With The Wind would never be questioned if she had been a man, she is, like Rochester, a perfect example of how good people, men and women, do bad things to protect what they love.

Yes, that is what I learned from Scarlett O’Hara and Mr Rochester.

What I learned from fairy tales wasn’t be pretty, be tidy, kiss frogs because they may be princes. My education came from the villains. I learned to never pretend to be something I wasn’t because that would get me shut up in a cask stuck with nails and dragged through the streets. I leaned to never be wicked to others because that would get me shut up in a vat with poisonous snake and then boiled in oil. I learned to be happy and grateful for what I have because, like the materialistic fisherman’s wife, I could lose it all in a flash, and its only ‘stuff.’

In Beauty and the Beast, Gaston’s utter ruin teaches us how to be human far better than the Beast does when he is transformed by love. Gaston’s transformation from man into a real hellish beast shows us that the villains are the true teachers in fairy tales and in life.

That’s My Job

book-2The other day, over coffee in a café with a writer friend who lives around the corner from me, the topic turned from our writing to the great mystery of promotion and the elusive magical unicorn that leads readers to your books. We discussed when your new book comes out strong, gets well-reviewed, and then…slips into something like a zombie-like state where sales shuffle along, taking an occasional bite here and there. My friend and I wondered how much promo can you do for yourself, how can you market your work and get it noticed, get it ‘discovered’ without being annoying or spending a fuckton of money by hiring a marketing & PR firm.

Fun fact: Did you know fuckton is a now a standard unit of measurement?

The two of us talked and talked — and didn’t come up with any answers, had no suggestions to make, and we went back to sitting side by side drinking coffee, wearing headphones and writing. Because that’s what we do. We meet,we write, and drink coffee.

book1Like my friend, I’ve followed the advice I’ve been given, done blog tours, sent my books out for reviews, peddled my publications on Facebook, Twitter, Wattpad, Pinterest, in newspapers and local magazines, and radio, on my website, on other’s websites. I’ve gone to conferences, presented workshops and papers, and my books continue shuffling along. What I can say is that, while we spent quite some time discussing what to do, I don’t worry about my books doing a zombie shuffle. I set my focus on writing books. I write because THAT’S MY JOB.

I will be totally honest. I don’t write to make money. You may call bullshit on this, but  I have a great life and I do not define myself as a human being by the amount of dough my books do or do not bring in. As a pragmatist, I know this business is a crapshoot, that there are a shit-ton (slightly smaller than a fuckton) of writers and books out there, and very, very, very few make any real sort of money from the work. Making lotsa money would be nice and I’ll admit that royalties are kinda awesome, mostly because they keep me able to sit in a café, drink coffee and write, but as pleased as hell as I am when someone reads my work and buys me another cup of coffee, I do not write my books FOR anyone other than myself. I’m my own audience. And I know what I like

I started writing because I couldn’t find what I wanted to read, which, by now, all of you probably know that’s stories with women over 40 as the lead. Some of you out there happen to like what I like, and like what I write, and that’s totally bitchin’! Thank you for buying me coffee!

While my next two books continue my placing a 40+ woman as the heroine, they are a sligantonellicoverssmallht departure from my usual romance snark, and I still wrote them for myself first. I also wrote them for my friend Elle because she shares my love of coffee and the Bond movie Quantum of Solace. Cult status, coffee money, and Elle aside, what I’m pondering again today is this:

  1. How soon is too soon to market and promote a new book? If I begin this Friday, as I had planned to last week, will it be overkill of the fuckton of promotion?
  2. Is it too early for promo, considering that one of the books has garnered a little interest, but no publishing deal—yet.
  3. Is it too early for promo if I indie publish it and become a hybrid author, and if so see question 1?
  4. Is it possible to overfeed the elusive unicorn and kill it before it has a chance to become a zombie book?

The point of all this is that I am a writer. I am not schooled in marketing or promotion—I don’t even know if there’s a difference between marketing and promo. I am a writer and a coffee drinker.

Maybe one of you could mull this over and get back to me while I’ll carry on writing to please myself, drinking coffee, because contemplating the path to ultimate promomojo sure does get in the way of my job.

The 3 or 5 Hats of Sandra Antonelli

hatsjpgLast week was a busy one. Like Bartholomew Cubbins, I wore a lot of hats– not quite 500 hats, but  3 or 5, which is a lot of hats when you’re a little over 5 feet tall.

My first hat was a holiday hat. Dr Shrinkee and I flew to Adelaide–a city in South Australia that was NOT settled by convicts transported for stealing a loaf of bread. We rented (or hired as we say here) a Toyota Something Silver Sedan with a giant trunk (boot) far too large for the ONE piece of luggage we shared, and drove around wine country where I took lots of photos of bees doing their bee thing because bees are awesome.Bee1

The holiday hat was put away when I went to attend the Romance Writers of Australia Conference in the seaside Adelaide suburb of Glenelg. I was at the conference to do the sort of stuff writers do at writers conferences such as meet romance industry types, like agents and editors. Hat No. 2 was kind of something of a fedora that I did a nervous Jimmy Stewart-esque fumble with while I pitched At Your Service, the story of a butler, her boss, her dead husband, a missing trust fund, and a deadly toilet brush to an editor at a well-known romance publishing house.

I wasn’t half as nervous about the pitch as I was the fact I had interviewed the editor back in 2012, when I was in the middle of my doctoral research on why publishers wrinkled their noses at older romance heroines. The mind-blowing thing about the pitch was the fact the editor remembered me. The other mind-blowing thing is that she wanted to read the full manuscript about the butler, her boss, her dead husband, a missing trust fund, and a deadly toilet brush.

The third hat was one I shared with Dr Shrinkee as we presented a a workshop together at the Romance Writers of Australia Ain’t Love Grand conference.  The workshop was titled  Personality Goes a Long Way: Is Your Bad Boy a Psychopath or A Dude with ‘tude? As you can imagine, what with Dr Shrinkee being a psychologist at a WRITERS conference, the workshop was all about crafting characters with believable personalities–good guys and bad guys.

Hat No. 4 was one of those English style floppy bonnets university graduates and academic types in the UK and Australia wear because I presented an academic paper at the University of Love conference that ran concurrently with the RWAus’ Ain’t Love Grand.  You know my paper was ALL ABOUT placing women over 40 as protagonists in romance fiction– the stuff that I discovered in my doctoral research, the stuff I go on about ALL THE TIME.  The paper was titled The (Saggy) Bottom Line: Women of a Certain Age and Romance Fiction.

Aside from speakiBee2JPGng a little too fast (I was excited) and not being able to hear the awesome clip from Amy Shumer’s Last Fuckable Day (Go watch it RIGHT NOW), I did rather well. I was surprised by the number of questions I fielded. I still sometimes think that I’m shouting into the wind about ageism, stereotypes, and the need for broader representation of women of a certain in romance fiction. However, the questions I was asked provide more evidence that readers want to see themselves, or people like them, represented in romance fiction. I was very HAPPBEE to learn that.

See what I did there?

Side note: I am grateful that Kat from BookThingo kindly tweeted bits from my presentation. Thank you for that Kat. Thanks also to Kaetrin from Kaetrin’s Musings and Dear Author for giving a wonderful wrap-up of the RWAus Ain’t Love Grand and University of Love conferences, as well as mentioning our ongoing differences of opinion on whether Gone With the Wind is a romance or not–I say yes, Kaetrin says NOOOOOOooOooOo!

I never saw hat 5 coming. It was half hidden by the ENORMOUS mountain of laundry and dust bunnies that had accumulated after a week away from home. I am happy to say I washed (an ironed) everything and vanquished vicious dust bunnies like a badass in a laundry drudge’s bonnet.

Older Broads Are The New Box-Office Powerhouses. Are You Listening Romance Publishers?

Wielding my Shield of Smartass

Wielding my Shield of Smartass

As part of the ongoing expansion of The “Mature” Content Stockpile of articles regarding women and age on this website, I keep track of news and other items I can add to the stockpile. When I came across this fab piece by Mark Harris from NY Mag over at Vulture you know I fist bumped myself, and OH YEAH MAMA-ed while I jumped all my about my kitchen. I was so loud, so exuberant, the builder installing insulation in my garage called out to to make sure I hadn’t hurt myself.

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.