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Mills & Boon

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481:." Quilliam argues that a correlation exists between negative attitudes toward the use of condoms and reading of romantic fiction; as well as citing a survey that shows only 11.5 per cent of romantic novels mention condom use. She suggests that a romance reader may "not protection with a new man because she wants to be swept up by the moment as a heroine would." Among other potential problems, romantic fiction readers are also likely to have unrealistic expectations about sex, to equate lack of romance or sexual desire with a lack of love, to see pregnancy as a cure of relationship difficulties and to be less likely to terminate pregnancies. Relationships of romance readers are more likely to break down because they are likely to think that "rather than working at her relationship she should be hitching her star to a new romance." Quilliam also writes that "a deep strand of escapism, perfectionism and idealisation runs through the genre" and "if readers start to believe the story that romantic fiction offers, then they store up trouble for themselves–and then they bring that trouble into our consulting rooms." 490: 452:, in 1970, that all her heroes "must frighten and fascinate. They must be the sort of men who are capable of rape". Bindel argues that, as heroines have acquired greater agency, the heroes have become even more domineering and misogynistic. Other critics contend that these characters are outdated and inappropriate for modern works. However, supporters of the publisher counter that Mills & Boon are careful to follow their readers' tastes and interests; if the hero follows this trend it is because that is what the readers want. 720: 443:, co-curator of the Mills & Boon centenary exhibition at Manchester Central Library in 2008, notes that "there's always been a subtle undercurrent of force throughout the books and that's never changed from the earliest ones. Even later, when other aspects are influenced by feminism and the shifting attitudes outside the novel, the men are masterful and stern." In 1966, the Mills & Boon author 459:, "the sheikh represents the ultimate female fantasy." Penny Jordan adds that the hero often has a softer side, which the heroine will discover during the course of the novel: "He's often damaged by something that's happened in his life, often to do with money. He will be more outrageous to the heroine, and harder on her. He realises he is beginning to feel, he has to resolve that conflict." 309:. This giveaway led to the novels' popularity in eastern Germany. Within four months of that product sampling event, Mills & Boon's books were sold on newsstands throughout the region; in 2 years they "gained market share in Poland, sold six-and-a-half million romance novels in Hungary, and achieved $ 10 million in sales in the Czech Republic." 332:
Mills & Boon has over 3 million regular readers in the UK annually. Romantic fiction constitutes the largest section of the adult paperback fiction market and Harlequin Mills & Boon publishes series fiction, promotional titles, gift packs and single titles under different brands and imprints:
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sales. For example, in any given month they publish eight novels in their Modern line; six of those are available on the retail market, and all eight are available to buy directly from the company both on- and offline. Mills & Boon encourage readers to subscribe to their favorite lines, and those
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said "The odd thing is that if I met one of my heroes, I would probably bash him over the head with an empty whisky bottle. It is a type I loathe and detest. I imagine in all women, deep down inside us, is a primitive desire to be arrogantly bullied." Many critics point to the comments by another of
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During World War II, Mills & Boon created ads that notified the public that they could go to their bookseller and place a standing order on any of their books. This guaranteed that Mills & Boons would always keep their novels in stock in bookstores, despite the shortages and other challenges
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in the late 1950s, the company's most profitable move was to realise that there would remain a strong market for romance novels, but that sales would depend on readers having easy access to reasonably priced books. As a result, Mills & Boon romance became widely available from newsagents across
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In 1971, the Boon family sold the company to Harlequin Enterprises of Canada. Harlequin, having made a great success out of selling licensed Mills & Boon titles in North America, wanted to secure the editorial source. John Boon, son of the co-founder, continued as head of the company while his
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has argued that 'it was the rapid growth of the ‘tuppenny libraries’ in the interwar years which transformed Mills and Boon into a firm which exclusively published romantic fiction.' The favourite genre was romance and the company decided to concentrate on hardback romances, a policy which became
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In popular imagination and feminist criticism, the heroine of a stereotypical Mills & Boon novel is often seen as a passive virgin who is submissive to the hero in every way. This was often true in older novels but changed over the years; modern novels feature more active protagonists. Mills
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Another factor in favour of electronic publishing is the lack of a visible cover. Cooper notes that "part of the appeal of digital reading is that nobody necessarily knows what you're reading." Kendrick supports this view as well, saying, "one of the things about reading romance is that slightly
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Mills & Boon's innovative marketing strategies also contributed to their novels' popularity. Since 1930, this was evident when the company sent a copy of a chapter of one of their books to whoever formally requested one. Furthermore, the company's innovative marketing extended to creating
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Contemporary romances set against the background of the medical profession. The relationship explored between doctors and nurses were known as ‘carbolic soap operas’ in written works relevant to the work dynamics heightened by the binary oppositions presented by masculinity and femininity.
329:. At the end of the month, any unsold copies in the shops are withdrawn and pulped. Titles are available to buy direct from Mills & Boon for 3 months or until they are sold out, whichever is sooner. Fans looking for particular books after this time must find them second-hand. 466:
blamed romantic fiction, and Mills & Boon in particular, for poor sexual health and relationship breakdowns. She made the claim in her paper "'He seized her in his manly arms and bent his lips to hers…'. The surprising impact that romantic novels have on our work" in the
432:& Boon heroines cover a wide variety of types, often depending on the author's preference. Romantic encounters were embodied in a principle of sexual purity that demonstrated not only social conservatism, but also how heroines could control their personal autonomy. 336:
As of 2008, 200 million Mills & Boon novels were sold globally per annum and, in the United Kingdom, one paperback was sold on average every 6.6 seconds. Mills & Boon accounted for nearly three-quarters of the British romantic fiction market in that year.
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Sexual novels featuring couples in a contemporary setting with dramatic plots. The imprint consisted of the standard single books until October 2001, when Desire became a two-in-one imprint. Ebook versions depend on length, sometimes having four stories in one.
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to businesses that resulted from the war. This marketing technique also created a sense of urgency, due to an implication that there was a limited supply for whoever didn't place a standing order. These ads significantly contributed to the company's expansion.
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A replacement to Love Affair, this theme consisted of UK reprints of Silhouette American Romance and Romantic Suspense books from the United States. It was merged into Intrigue following Mills & Boon retiring the usage of the Silhouette brand in the UK.
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From the very beginning, Mills & Boon published in a form and at a price that was within the reach of a wide readership. In the 1930s the company noted the rapid rise of commercial circulating libraries and the growing appetite for escapism during the
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Outside the UK, Mills & Boon novels were officially launched in India in 2008, although they were already popular in the country due to unofficial imports and purchases from abroad. Sales swiftly increased, doubling over the 2009–2010 period.
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Modern Mills & Boon novels, over 100 of which are released each month, cover a wide range of possible romantic subgenres, varying in explicitness, setting and style, although retaining a comforting familiarity that meets reader expectations.
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as a general publisher. The company moved towards escapist fiction for women in the 1930s. In 1971, the publisher was bought by the Canadian company Harlequin Enterprises, its North American distributor based in Toronto, with whom it had a long
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One distinctive feature of both Mills & Boon and Harlequin (in North America) is the length of time their books are available to buy. They publish a set number of books each month which are sent to subscribers and displayed on stands in
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Compelling love stories that capture the intensity of living, loving and family in today’s world. It mainly consisted of books from the US version of the imprint. It was merged with Superromance to create the Special Moments imprint.
302:. In 1976, an Australian office was established in Sydney to handle sales in the Asia-Pacific region. The success of the Australian operation in the 1970s was such that it was able to begin printing its own editions. 274:
Beginning in 1958, they made an agreement with Harlequin in Canada to sell reprints of Mills & Boon titles, giving the firm access to the North American market and to make a major move into paperback publishing.
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Consists of Realistic, passionate, contemporary novels, normally sourced from the US Harlequin Superromance imprint. It was merged with Special Edition to create the Special Moments imprint.
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Warm and emotional novels that focus on capturing the feeling of falling in love. It was created as a merger between the Special Moments and Romance lines, and later replaced with True Love.
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Novels focus on glamorous and 'sophisticated' passionate romance in international locations. Featuring intense relationships, often very sexual, often reflecting shared feelings and desires.
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Very sexual novels featuring couples in contemporary romantic relationships. It was originally introduced as a supplement series to the Sensual Romance imprint before folding the former.
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The company has been criticised for repeating plots, the inevitability of their happy endings, and a simple writing style, whereas fans cite predictability as a key reason for reading.
390:, digital and marketing director for the publisher, "digital lends itself to the habitual nature of our content. Our readers finish reading one and they can download the next." Author 255:
increasingly successful. These titles were initially sold through weekly, two-penny libraries. There, they became known as 'the brown books', because of their distinctive binding.
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Sister series to Modern. Originally a two-in-one imprint consisting of a reissue and a new book, but transitioned solely to new stories in 2006. It was replaced with Modern Heat.
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that between them account for almost three-quarters of the romance paperbacks published in Britain. Its print books are presently out-numbered and out-sold by the company's
394:'s opinion is similar: " are an intense reading experience, and they can be read quickly. People read four to five in a few days so that's a lot of books to carry around." 424:
While there is no template or standard outline and authors are allowed full artistic freedom, there are, however, genre conventions that need to be met to be successful.
1641: 1394: 2509: 469: 387: 428:, an author writing for Mills & Boon, has stated that " are not written down, but if you diverge from reader expectations, they won't read your second book." 402:
then no one knows what you're reading. It's not about embarrassment, really—it's more that you don't want to be judged, and we are often judged by what we read."
239:. In its early years the company also published "educational textbooks, socialist tracts and Shakespeare" as well as "travel guides, children’s and craft books". 219:(9 May 1877 – 2 December 1943) in 1908 as a general fiction publisher, although their first book was a romance. An early signing was the mystery and crime writer 946:
genre. Originally introduced as a Silhouette imprint in 1994, with the Silhouette Sensation theme merging into it in 2007 and was discontinued in 2018.
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brother, Alan, continued as head of editorial. Much of the company's success from the 1950s to the 1980s is credited to Alan Boon's editorial talent.
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In modern novels, popular hero archetypes are Arab sheikhs, Italian billionaires, Greek tycoons, and princes. According to Mills & Boon author
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The UK version of the Harlequin American Romance imprint used in the United States. It was later replaced with the Silhouette Sensation imprint.
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eye-catching covers, with attention-grabbing colours and "and romantic images of couples or the beautiful heroine", to display in store windows.
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The attributes of the heroes of Mills & Boon novels have not significantly changed over time, however, almost always being a dominant
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A reissue series consisting of two different stories by the same author. It was merged with the Favourites imprint to create By Request.
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years. Due to these type of libraries, Mills & Boon were able to produce over 160 titles every year during that decade. Historian
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2008 was Mills & Boon's centenary as a publisher. This was marked by a number of events and exhibitions. In November 2008,
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A mystery-themed series. It was created as a split of the long-running Romance imprint and was replaced with Tender Romance.
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Mills & Boon's first ever and oldest running imprint, featuring traditional romance stories. It was split up into the
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More explicit titles. It was created as a split of the long-running Romance imprint and was replaced with Modern Romance.
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A Erotic fiction imprint, featuring casual sex and bondage. The most explicit imprint published by Mills & Boon.
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It replaced the Special Edition and Superromance imprints before merging with Romance to create the Cherish imprint.
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A revival of the Romance theme, replacing Tender Romance, and later merged with Special Moments to create Chrish.
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A reissue series featuring previously-released books. It was merged with the Duet imprint to create By Request.
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title) as well as a colour border (which differs depending on the country in which the title is published):
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In 1989, Mills & Boon product sampled over 700,000 of their novels to East German women following the
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According to Mills & Boon, an author can receive royalties of between £2,000 to £30,000 per book.
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A reissue series consisting of past Silhouette books. It was later merged into By Request in 2011.
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cited the strong growth of e-books in its 2010 report, with digital revenues up CAN$ 16.1 Million.
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Shorter length historical editorial of greater sensuality in general than the Historical series.
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A considerable portion of Mills & Boon sales were derived from export markets, particularly
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furtive thing, the 'oh God, I can't be seen on the train reading a romance'. If you've got a
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Backlist titles from the Modern, Desire and Historical imprints published in e-book format.
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Standard Romance novels. It replaced Enchanted, and was replaced with the revived Romance.
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It was not until the 1930s that the company began to concentrate specifically on romances.
192: 137: 1587: 1497:"Marketing Love: Romance Publishers Mills & Boon and Harlequin Enterprises, 1930–1990" 379:
per month, more than in print, and sells more e-books than physical books. Parent company
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has allowed Mills & Boon to double its output. As of 2012, it now releases over 100
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sub-imprint following the discontinuation of its US counterpart Harlequin Temptation.
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Warm and emotional novels that focus on capturing the feeling of falling in love.
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Mills & Boon was founded by former employees of the Methuen publishing house,
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A generic name used to describe seasonal collections and reissue anthologies.
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Reissues of novels mainly from Modern or Cherish and associated imprints.
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the country. Mills & Boon began to publish in paperback in the 1960s.
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Inspirational romance containing themes of intrigue or thriller titles.
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Stories focusing on paranormal romance, similar to the Intrigue line.
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imprint sells particularly well in electronic format, compared to the
223:. Mills & Boon also published—in 1911 and 1912—two early works by 2394: 1950: 474: 291: 172: 353: 235:. Between 1912 and 1923, it published numerous adventure titles by 2078: 2125: 2073: 1028: 704:
shorter length titles dealing with darker and paranormal themes.
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Inspirational romance containing historical themes and settings.
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Features thrilling stories mainly about survival and suspense.
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celebrated the anniversary by broadcasting the 90-minute drama
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Mills & Boon - Archive and Library - University of Reading
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Biographical History of Gonville and Caius College, 1349-1897
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Themed around classically American heroes such as cowboys.
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Sexually explicit novels akin to the former Blaze series.
569:(e.g. Romance in 1920s New York or 17th century England.) 1943:
Journal of Family Planning & Reproductive Health Care
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Journal of Family Planning & Reproductive Health Care
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Books about faith, hope and the power of love itself.
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Popular Reading and Publishing in Britain: 1914–1950
1880:"Mills & Boon blamed for sexual health problems" 1802:"An insider's guide to writing for Mills & Boon" 199:, which allowed the publisher to double its output. 2488:Partial ownership or joint venture, Acquired from 2020:
The Romance Fiction of Mills & Boon, 1909–1990s
925:Books that celebrate traditional values and love. 593:Medical Romance (1989–1993, 1996–2007, 2010–2018) 2501: 2039:Passion's Fortune: The Story of Mills & Boon 1852:"Mills & Boon: 100 years of heaven or hell?" 1841: 1839: 1837: 1829:Passion's fortune: the story of Mills & Boon 1737:"Boom in Mills & Boon electronic book sales" 1699: 1697: 1695: 1462:. Oxford: Oxford University Press, 1998, p. 490. 1328: 358:Consuming Passion: 100 Years of Mills & Boon 2510:Book publishing companies of the United Kingdom 1382:ODNB entry for Charles Boon by Joseph McAleer. 1329:Pettegree, Andrew; Weduwen, Arthur der (2021). 413:imprint which is the most successful in print. 1988: 493:Mills & Boon books at W.H. Smith, Enfield. 312:Their books are sold through a combination of 2110: 2084:A fine romance: a history of Mills & Boon 1991:"How Mills & Boon made medicine romantic" 1845: 1834: 1692: 1395:A fine romance: a history of Mills & Boon 1048:Three to four books released in a slipcase. 1019:imprint, mixing romance with genres such as 321:books will then be delivered to their home. 2079:Official website Mills & Boon Australia 1333:. New York: Basic Books. pp. 376–380. 502:Mills & Boon currently publish several 2117: 2103: 1908:"Mills and Boon 'cause marital breakdown'" 1730: 1728: 1668: 1666: 1664: 1495:Sutton, Denise Hardesty (September 2022). 1441:: CS1 maint: location missing publisher ( 1397:, reading.ac.uk. Retrieved 1 October 2018. 2530:1908 establishments in the United Kingdom 1958: 1581: 1579: 1301: 215:(3 January 1877 – 23 September 1928) and 2520:Publishing companies established in 1908 1933: 1795: 1793: 1791: 1789: 1787: 1550: 1548: 1546: 1544: 1542: 1540: 1538: 488: 367: 2036: 1989:Arnold-Forster, Agnes (19 April 2022). 1762: 1734: 1725: 1706:"Romantic fiction's passion for ebooks" 1672: 1661: 1639: 1460:Classes and Cultures: England 1918–1951 1297: 1295: 1293: 1159:Silhouette Special Edition (1983–2007) 629: 14: 2502: 1585: 1576: 1494: 191:. The two companies offer a number of 2098: 2017: 1905: 1877: 1799: 1784: 1703: 1611: 1588:"Will India fall for Mills and Boon?" 1554: 1535: 1406: 1555:Segal, Francesca (27 January 2008). 1490: 1488: 1486: 1484: 1482: 1454: 1452: 1353: 1290: 1252:Silhouette Superromance (2001–2007) 1130:Very sexual novels. It replaced the 714: 1763:Roberts, Lesley (3 February 2008). 1586:Kannan, Shilpa (22 February 2008). 942:Romance mixed with the suspense or 416: 231:, which was later adapted into the 24: 2011: 1800:Flood, Alison (15 February 2010). 1302:Faircloth, Kelly (19 March 2015). 27:British romance publishing imprint 25: 2546: 2515:Romance book publishing companies 2492:in 2017 and immediately shut down 2074:Mills & Boon official website 2067: 1735:Alleyne, Richard (4 March 2011). 1704:Flood, Alison (10 October 2011). 1479: 1449: 1221:Silhouette Spotlight (2003–2007) 1134:before being merged into its own 997:Novels aimed at younger readers. 983:Modern Romance Extra (2004–2007) 347: 1679:British Broadcasting Corporation 1640:Gardner, Jasmine (28 May 2012). 1592:British Broadcasting Corporation 949:Silhouette Intrigue (1994–2007) 894:Best Seller Romance (1981–1993) 718: 591:Doctor Nurse Romance (1977–1989) 171:is a romance imprint of British 2467:Torstar Media Group Television 1982: 1927: 1899: 1871: 1821: 1756: 1633: 1605: 576:Historical Romance (1996–2007) 266:With the decline of commercial 1465: 1400: 1388: 1376: 1347: 1322: 1034:Intrigue Nocturne (2008–2010) 554:Romantic Suspense (2013–2018) 13: 1: 2525:News Corporation subsidiaries 1878:Flood, Alison (7 July 2011). 1765:"100 Years Of Mills And Boon" 1612:Burke, Jason (3 March 2010). 1410:Books : a living history 1331:The Library—A Fragile History 1284: 142: 2156:Torstar Syndication Services 1906:Singh, Anita (7 July 2011). 1673:Masters, Tim (10 May 2012). 1557:"Who said romance was dead?" 448:Mills & Boon's writers, 178:. It was founded in 1908 by 7: 2293:Markham Economist & Sun 2124: 1384:Retrieved 27 December 2012. 1272: 672:African-American romances. 609:Modern Romance (2000–2007) 484: 479:Family Planning Association 405:The more sexually explicit 333:Mills & Boon and Mira. 10: 2551: 2063:, Oxford University Press. 1960:10.1136/jfprhc-2011-100152 1362:Cambridge University Press 710: 574:Legacy of Love (1993–1996) 497: 206: 2486: 2404: 2371: 2349: 2228: 2198:The Peterborough Examiner 2175: 2164: 2132: 693:Love Inspired Historical 595:Love on Call (1993–1996) 148: 136: 126: 112: 104: 94: 86: 72: 57: 49: 37: 2286:Kawartha Lakes This Week 2059:McAleer, Joseph (1992). 2037:McAleer, Joseph (1999). 1501:Enterprise & Society 2205:St. Catharines Standard 2043:Oxford University Press 1000:Modern Heat (2008–2010) 861:Collection (1986–1992) 685:Love Inspired Suspense 680:Inspirational romance. 307:Fall of the Berlin Wall 229:Mr Perrin and Mr Traill 2312:Peterborough This Week 2279:Guelph Mercury Tribune 2212:Waterloo Region Record 2184:The Hamilton Spectator 1407:Lyons, Martyn (2013). 899:Harlequin Love Affair 773:2001 (Sensual Romance) 572:Masquerade (1977–1993) 494: 462:In 2011, psychologist 2535:Harlequin Enterprises 1106:Silhouette Sensation 492: 373:Electronic publishing 368:Electronic publishing 233:film of the same name 213:Gerald Rusgrove Mills 180:Gerald Rusgrove Mills 95:Headquarters location 77:Gerald Rusgrove Mills 44:Harlequin Enterprises 2300:The Mississauga News 2191:Niagara Falls Review 892:Classics (1977–1981) 732:adding missing items 630:e-book only imprints 189:informal partnership 2018:Dixon, Jay (1996). 1995:Wellcome Collection 1913:The Daily Telegraph 1850:(5 December 2007). 1742:The Daily Telegraph 1513:10.1017/eso.2020.76 1354:Venn, John (1897). 775:2005 (stand-alone) 565:Romance mixed with 34: 2427:Cambridge Reporter 2389:The Canadian Press 2358:Canadian Immigrant 2333:Scarborough Mirror 2272:Etobicoke Guardian 1017:Paranormal romance 730:; you can help by 701:Nocturne Cravings 661:Historical Undone 567:historical fiction 495: 32: 2497: 2496: 2490:Postmedia Network 2367: 2366: 2319:North York Mirror 2244:Brampton Guardian 1420:978-0-500-29115-3 1270: 1269: 1178:Special Releases 1002:Riva (2010–2013) 748: 747: 708: 707: 653:American Romance 627: 626: 473:published by the 268:lending libraries 166: 165: 113:Publication types 87:Country of origin 16:(Redirected from 2542: 2173: 2172: 2119: 2112: 2105: 2096: 2095: 2086:, reading.ac.uk. 2056: 2033: 2006: 2005: 2003: 2001: 1986: 1980: 1979: 1977: 1975: 1962: 1931: 1925: 1924: 1922: 1920: 1903: 1897: 1896: 1894: 1892: 1875: 1869: 1868: 1866: 1864: 1846:Cummins, Daisy; 1843: 1832: 1827:Joseph McAleer, 1825: 1819: 1818: 1816: 1814: 1797: 1782: 1781: 1779: 1777: 1770:The Daily Record 1760: 1754: 1753: 1751: 1749: 1732: 1723: 1722: 1720: 1718: 1701: 1690: 1689: 1687: 1685: 1670: 1659: 1658: 1656: 1654: 1647:Evening Standard 1637: 1631: 1630: 1628: 1626: 1609: 1603: 1602: 1600: 1598: 1583: 1574: 1573: 1571: 1569: 1552: 1533: 1532: 1492: 1477: 1476: 1469: 1463: 1458:McKibbin, Ross. 1456: 1447: 1446: 1440: 1432: 1404: 1398: 1392: 1386: 1380: 1374: 1373: 1371: 1369: 1351: 1345: 1344: 1326: 1320: 1319: 1317: 1315: 1299: 1164:Special Moments 1146:Special Edition 1121:Sensual Romance 750: 749: 743: 740: 722: 721: 715: 634: 633: 513: 512: 417:Critical opinion 176:Harlequin UK Ltd 169:Mills & Boon 162: 159: 157: 155: 149:Official website 99:Richmond, London 68: 66: 35: 33:Mills & Boon 31: 21: 2550: 2549: 2545: 2544: 2543: 2541: 2540: 2539: 2500: 2499: 2498: 2493: 2482: 2413:Barrie Examiner 2400: 2363: 2345: 2306:Oakville Beaver 2265:Cambridge Times 2258:Burlington Post 2224: 2219:Welland Tribune 2167: 2160: 2128: 2123: 2070: 2053: 2030: 2014: 2012:Further reading 2009: 1999: 1997: 1987: 1983: 1973: 1971: 1935:Quilliam, Susan 1932: 1928: 1918: 1916: 1904: 1900: 1890: 1888: 1876: 1872: 1862: 1860: 1844: 1835: 1826: 1822: 1812: 1810: 1798: 1785: 1775: 1773: 1761: 1757: 1747: 1745: 1733: 1726: 1716: 1714: 1702: 1693: 1683: 1681: 1671: 1662: 1652: 1650: 1638: 1634: 1624: 1622: 1610: 1606: 1596: 1594: 1584: 1577: 1567: 1565: 1553: 1536: 1493: 1480: 1471: 1470: 1466: 1457: 1450: 1434: 1433: 1421: 1405: 1401: 1393: 1389: 1381: 1377: 1367: 1365: 1360:. 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Index

Mills and Boon
Parent company
Harlequin Enterprises
Gerald Rusgrove Mills
Charles Boon
Richmond, London
Books
eBooks
Fiction genres
Imprints
Many
www.millsandboon.co.uk
publisher
Harlequin UK Ltd
Gerald Rusgrove Mills
Charles Boon
informal partnership
imprints
e-books
Gerald Rusgrove Mills
Charles Boon
Victor Bridges
Hugh Walpole
film of the same name
Jack London
Depression
Ross McKibbin
lending libraries
India
South Africa

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