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Passion’s FortuneThe Story of Mills & Boon$
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Joseph McAleer

Print publication date: 1999

Print ISBN-13: 9780198204558

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198204558.001.0001

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A Boon without Mills, 1929–1945

A Boon without Mills, 1929–1945

(p.58) Chapter 3 A Boon without Mills, 1929–1945
Passion’s Fortune

Joseph McAleer

Oxford University Press

By 1929, the firm's best-selling authors were all writing romantic fiction. The 1930s heralds a boom for Mills & Boon, a golden age for the company. An analysis of the firm's balance sheet during this period shows the extent of Mills & Boon's financial recovery before the Second World War. Mills & Boon supplied the larger libraries, including Boots and W. H. Smith, as well as the myriad of smaller libraries in shops and attached to newsagents. The Mills & Boon List in 1930 was a very different-looking one from 1920, and reflects the changes in the company and the market-place. By the end of the Second World War, as Mills & Boon passed its thirty-fifth anniversary, the firm's transformation as a romantic fiction publishing house was complete. But the post-war world would bring new pressures on Mills & Boon, which required dynamic leadership. The Boon sons returning from war were naturals as publishers, and Mills & Boon was set for another golden age in the 1950s.

Keywords:   Mills & Boon, Second World War, romantic fiction, golden age, publishing house, post-war, Boon sons

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