Mills & Boon woos new readers | The Bookseller

HC "tested the elasticity" of these readers and whether they would stay with M&B through various changes, and judged that the group "is so loyal that these readers will". Rose said: "One of the researchers went into a shop and said, ‘No one's buying Mills & Boon'. And the manager said, ‘You're here on the wrong day. Everyone comes on the day they come out, they come in knowing what they want.' It's like magazine publishing in a way: the titles are on the shelves for a month and then they're off. So the researcher went back the following Thursday and said, ‘I was nearly knocked down by all these people'."