Meanwhile, other publishers were piling on; seemingly every company decided to launch its own category line. Dell had Candlelight Ecstasy, whose covers alone are enough to tell you these were sexier, more explicit reads. Berkley launched Second Chance at Love. Bantam had Circle of Love, which, judging by the ads, were sweet enough to make your teeth hurt. Fawcett made a crack at the model with historicals sold as Coventry Romance. You get a category romance line! And you get a category romance line! Everybody gets a category romance line!

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The Harlequin/S&S faceoff proceeded like a fight scene from a pirate movie, two ships locking onto one another and hammering until one crew gave way. The fight was vicious but brief. In 1984, Harlequin purchased Silhouette. By the late '80s, several competitors had folded (RIP, Candlelight Ecstasy, your covers were too fine for this world). In 1987, president David Galloway was back to trumpeting the company's 75 to 80 percent "series" romance market share to the Financial Post.

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The "romance wars" of the '80s (this is a real term adopted by the business press to describe the bitter industry brawl, it is not my coinage) fragmented the market into a million bosomy pieces. Silhouette, now a Harlequin subsidiary, still retained substantial independence. Bantam's Loveswept had survived the reckoning, as did Zebra. Avon had emerged as a major single-title publisher and exerted increasing influence over the genre. With so much more competition, things got interesting again.

For one thing, the Americans had stormed the gates, and they wanted to experiment with new characters and plots and settings and dynamics. Nora Roberts, talking to Para-Doxa:

When Silhouette opened in 1980, looking specifically for new American writers to tip at the Harlequin format a bit, it opened a new era for romance and offered an entire generation of writers a chance…. Silhouette took the Harlequin framework, the constants such as the one man/one woman love story, the sexual tension, the emotional commitment, the conflict and happy ending, then let its new and American-based writers give it all a modern and very American spin.

This is the primary reason, I believe, that category romance, and the entire romance market, has grown and evolved over the years. The American market was poised for the change, for stronger heroines, less domineering heroes, for more contemporary themes. For myself, and many of the writers who started during the early 80s, we were readers of the genre first. We knew what we wanted to read. So we wrote what appealed to us. And it worked.

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As Roberts describes, this maligned corner of the business—so often treated as the same book over and over and over—turned into a laboratory for innovation. "Because of the way the books were sold and the way the books were marketed, it enabled us to take risks with some of the storylines, because you have that protection of the line," explained Avon editor Lucia Macro, who worked at Silhouette from 1985 to 1997. "You knew that you were going to get a certain number of books out, because the booksellers or the stores were buying a package of six or four or eight. So you could put in a book that was a little wacky and see if it worked." For instance, category editors were playing around with paranormal elements years before it became a trend. "We could do some pretty interesting stuff along with the very straightforward he's-a-rancher-she's-a-virgin kind of story," said Macro, reminiscing about one title where the heroine thought she'd been abducted by UFOs.

Categories also became the place where many big names got their start. Women like Roberts, Dailey, Linda Howard, Sandra Brown and Elizabeth Lowell, who'd go onto tremendous success, launched their careers in categories, in the midst of the change prompted by the romance wars; later writers like Lori Foster and Jennifer Crusie would follow the same path.

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Another development in this period: Harlequins weren't so chaste anymore. The world had changed since Mary Bonnycastle was handpicking doctor-nurse romances. Peyton Place was published in 1956; Woodstock happened in 1969; Deep Throat hit theaters in 1972. Other romance publishers were getting raunchy, too, and this is where the "bodice ripper" comes in. Though I hate this snotty term, it's useful as a way to point to a different strain within the romance genre—a type of book totally distinct from Harlequins. The term sprang from the sweeping, sexed-up historical romances of the mid-to-late 1970s, a boom that kicked off when Avon editor Nancy Coffey fished Kathleen Woodiwiss's The Flame and the Flower out of the slush pile. These books were the farthest thing from innocent, chock full of bedroom scenes. (Honestly, I find some of them tougher going than the syrupy doctor-nurse romances of the 1950s, because they traffic heavily in "forced seduction." If you're a newcomer to the genre, you'd probably find them alarmingly flippant about consent.)

But they featured a feistier brand of heroine, they were more overt and, increasingly, explicitly tied sexual pleasure to the happily-ever-after. Take this passage from Woodiwiss's The Wolf and the Dove, published in 1974, which follows the post-Conquest travails of dispossessed Saxon Aislinn and conquering Norman Wulfgar (the very first romance I ever read):

Her heart trembled under his demanding passion. It touched a quickness deep within her, a glowing spark that grew and grew until it seemed to shower her with burning embers. A thousand suns burst within her and spread their surging heat in ever flooding tides to the very limits of her senses. With a gasp she rose against him, her eyes widening and staring in amazement into the gray ones bent upon her.

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Purple as hell, sure, but unmistakably an orgasm. (Did I mention at one point the hero chains the heroine at the foot of his bed, where she sleeps in a pile of pelts? Kinky!)

The result was ultimately more empowered heroines and more frank, unembarrassed sexuality. Unfortunately, within Harlequins—at least at first—this more liberated sexuality was less often claimed freely by the heroine than taken forcibly by "heroes" who sometimes read today like simulacra crafted from used condoms and wadded-up guitar tabs for "Blurred Lines."

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They didn't necessarily go over so well at the time, either. In Reading the Romance, published in 1984 and one of the better-known academic texts on the genre, one of the interviewees complains: "I get tired of it if they [the heroes] keep grabbing and using sex as a weapon for domination because they want to win a struggle of the wills. I'm tending to get quite a few of these in Harlequins and I think they're terrible."

But the long history of Harlequin does a lot to explain why "no no no OK actually yes" became such a popular trope. It's very easy to forget how hard women had to fight over the course of the twentieth century to feel they had a right to sexual pleasure. And so, while romance is often treated as a static genre, I prefer to think of it as a sprawling, decades-long intergenerational discussion (sometimes polite, sometimes a bare-knuckle brawl) among women about what constitutes love, how one finds a partner that's worth putting up with the occasional tantrums and dirty socks. Scenes that disturb the modern reader nevertheless paved the way for the more sex-positive genre we enjoy today.

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There are also critics who put the dynamic into context. Dixon, for instance, argues that:

Mills & Boon authors of the 1970s and 1980s create men, that are, in the guise of the hero—"other": sexualized, feared and fought against, the heroine battles to make the hero see her as an autonomous individual, while also fighting to bring him into her sphere, where she has supreme power. Conflict, both between the sexes and between men, in the Mills & Boon world, is necessary to make the hero suffer and thus become, through his suffering, fully human and fit to enter the female world.

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This dovetails nicely with romance novelist Sarah MacLean's feminist theory of romance as a broader genre. "If you look at it as heroine as hero, hero as society, at its core it's the story of the feminist movement," she told me. Which provides another way to read the novels of the 70s and 80s as products of their time: "You're in the heroine's head, even though it's third person, and the hero is closed off to her. She has to break him open, like he's a world she can't be a part of," said MacLean. "The heroines come at the hero in a distinctly 'female' way. They unlock the 'female' part of him," and "when she's doing that, she's imbuing the hero with femininity. Right? She's saying, it's OK for you to love. It's OK for you to care. it's OK for you to cry."

Starting around 1983, Harlequins suddenly look a lot more modern. Heroines have careers and ambitions and personalities. They're older, and even the young women no longer seem quite so wet-behind-the-ears, so helpless. Maybe the hero's still ultimately forgiven for being a dick, but the text is likely more self-aware about the fact that he's being a dick. While you'll still find Alphamen roaming free in the romance aisle generally and the Harlequin display specifically, outright brutishness increasingly had to be curbed or explained more convincingly or capped off with a really good grovel—or all three. You get the sense that bad behavior is deployed in the service of eventual emotional catharsis, rather than excused.

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With the company occupying a plum position in the marketplace, Harlequin's array of offerings multiplied at a dizzying rate in the late 80s and into the 90s. Lines divided and subdivided. Within various lines like SuperRomance and Silhouette Intimate Moments, they began carving out thematic series, denoting what was inside with stickers like "Count on a Cop" or "Hope Springs." Many heroes were downright sensitive; single dads and dudes willing to co-parent fatherless kids or surprise babies are common. There was the great romantic suspense craze, which survives in the form of Harlequin Intrigue, and then the paranormal boom, which inspired the creation of Harlequin Nocturne.

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That wild diversification was enabled, in part, by the advent of computers. "It started out with Waldenbooks, being able to break down which individual titles were hitting their romance bestseller list more than others," said Macro. "We were better able to track it and we were better able to get reader feedback." Of course, Harlequin also treads carefully when it comes to something like the boom in really, really raunchy romance, driven by digital publishers such as Ellora's Cave. You're not going to spring butt sex on somebody who's been reading Harlequin Presents since 1982; that requires the creation of a new line. But if readers wanted more mystery, or more babies, or more vampires, well—coming right up. "I would go to conferences and people would always ask me, what do you see the next trend as being? And I'd say, well, the trends come from you guys," said Macro.

Today the company's offerings are so diverse it's well-nigh impossible to generalize. (When I called Regis, one of the first things out of her mouth was a warning that, "Almost any statement you make is going to have to be qualified.") Even after some streamlining (RIP the Silhouette brand name), there are scads of individual category lines, like Blaze:

You like it hot! Harlequin Blaze stories sizzle with strong heroines and irresistible heroes playing the game of modern love and lust. They're fun, sexy and always steamy.

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and Kimani:

Harlequin Kimani Romance stories feature sophisticated, soulful and sensual African-American and multicultural heroes and heroines who develop fulfilling relationships as they lead lives full of drama, glamour and passion.

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And, yes, they even still publish their medical romances:

Harlequin Medical Romances are stories about dedicated (and delectable) professionals who navigate the high stakes of falling in love in the pressured world of medicine. Harlequin Medical Romance titles are printed in slightly larger font (point size 13).

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They've broken firmly into the single-title business with MIRA and even experimented with nonfiction. While they still have plenty of primmer offerings and haven't exactly chased the very wildest corners of the erotic romance market—a 2011 Harlequin Blaze with an anal sex scene felt like enough of a landmark that it rated a flabbergasted post from Sarah Wendell at Smart Bitches—there's plenty of steaminess. For instance, Harlequin HQN (another single-title imprint) is home to Victoria Dahl, whose heroines are self-confidently sexually aggressive. And the company's digital-first initiative, Carina Press, offers BDSM and ménage as "browse by niche" options, in addition to Amish and "cozy mystery."

"As mores have shifted, so has the content," said author Lori Wilde, who started at Silhouette and wrote several novels for Blaze before turning to single title. She suggested that the sexier books are actually part of a broader shift toward relatability. "The focus became more on what's the life really like for people and it's not just a travelogue or a clothing log. It's more emotional, more realistic, more reflective of society but still keeping the core values and emotions."

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"As women have become stronger and more independent and more able to embrace their sexuality, so have the books," she added.

At the same time, though, Harlequin continues to offer something for those with chaster tastes. Their Love Inspired line promises stories which "show that faith, forgiveness and hope have the power to lift spirits and change lives—always." Well hello to you too, First Corinthians.

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If Harlequin often seems more interested in responding to demand than breaking new ground content-wise, the company's creativity in marketing and distribution remains astounding. "What's impressive really is their global appeal," said British author Sarah Morgan, who got her start writing medical romances sold mainly in the UK, moved over to Harlequin Presents and now writes for the single-title label HQN. According to Harlequin's website, they publish in 34 languages in 110 international markets. "I'm off to the Paris Book Fair in two weeks to sign," Morgan said, as well as rattling off various experiments she's participated in. There are the Japanese manga editions (some of her favorites), and an interactive reading app produced in partnership with the Japanese company Taito. She's written a Cosmo Red-Hot Read, and she pointed to the company's partnership with NASCAR in the States, as well.

Sarah Wendell points out, additionally, just how early Harlequin hopped on the digital bandwagon. "They've had a community manager longer than most publishers even knew what social media was," she said, adding that when other companies were waffling about the very idea of digital editions, Harlequin was offering ebooks in every possible format. That's long before the ubiquitous smartphone or even the Kindle, for that matter. (Though their digital initiatives have sometimes resulted in tiffs with authors, including complaints about low digital royalty rates and an ongoing lawsuit about the way early digital royalties were doled out.)

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But there are questions about the company's future. While many writers continue to publish with Harlequin (that enormous international reach comes to mind as a very attractive benefit), self-publishing likely looks increasingly appealing to a writer who can produce quickly and cleanly and doesn't want to color inside the lines. Of course, readers still buy bushels of books, so Harlequin isn't operating in such an apocalyptic environment as the rest of the publishing business, but it'll present a challenge in the coming years.

And last year, Harlequin's parent company Torstar sold the company to HarperCollins, itself part of the News Corp Borg. What that'll mean is anybody's guess. One fascinating consequence: Avon and Harlequin, in many ways the dueling matriarchs of the genre, are now under the same corporate roof.

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The irony is, for all the company's diverse modern offerings (and seriously, those Victoria Dahl contemporaries are really good), my taste in Harlequins remains comparatively old-fashioned. I'm more of an Avon girl, but from the Silhouette stable, Diana Palmer has never written a Jacobsville novel that I won't read, even though the men are often bitter cowboys nursing some years-old grudge against women because of their ex-wives or their mothers or their stepmothers or whatever. And mouthy, Fifty Shades-critiquing feminist that I am, I still enjoy the occasional Harlequin Presents which, yes, is still going strong. (Modern billing: "You want alpha males, decadent glamour and jet-set lifestyles. Step into the sensational, sophisticated world of Harlequin Presents, where sinfully tempting heroes ignite a fierce and wickedly irresistible passion!")

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"It's just the escapism, I think, really, because it's glitter and glamour and it takes you out of your own life because most of us aren't sitting on our private jet or a Caribbean beach with some billionaire," speculates Morgan. It's not such a different pleasure from the heightened reality and melodramatic thrills offered by Empire. And modern authors have their own, particularly modern way of defining the "alpha." "I think people have somehow now taken it to mean just some awful moody bully," said Morgan, but she says that's all wrong. "If you've got a guy who's so in control of every other part of his life and then the heroine is the one who actually brings him to his knees, that's the appeal of it. Because this is a guy who's super choosy in every part of his life."

McAleer cites a letter to Boon from one of his authors, Hilary Wilde. It's from 1966, but I think it remains relevant:

"The odd thing is, you know, that if I met one of my heroes, I would probably bash him over the head with an empty whiskey bottle. It is a type I loathe and detest. Yet I can remember (quite a long while ago) practically swooning over the Sheik, and Ethel M. Dell's (was it?) The Way of a Man (Eagle?), so I imagine that in all women, deep down inside us, is the primitive desire to be arrogantly bullied. Personally, in real life I can imagine nothing more distasteful but then we all of us need, at some time or other, to retreat into fantasy and I suppose this is a good way in which to do it."

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I vehemently disagree that all women want to be "arrogantly bullied," but she's getting at something crucial, which is that a fantasy isn't necessarily something you want. I don't want anything to do with any billionaire. Rather, a fantasy is something you want to watch. Women are pressured so early and often to pick from a limited set of possible roles; sometimes it's a pleasure to flirt with a life you'll never have and wouldn't want.

There's a persistent tendency to assume that romance fans read only on a single level. Either we're housewives fluttering against the confinement of the patriarchy like moths at a kitchen window, or we're deluded foot soldiers in the backlash to the feminist movement, or we're dowds somehow simultaneously repressed and sex-crazed. What so many critics miss is that it's perfectly possible to roll your eyes at yet another hero with jet, an island and an overinflated sense of his own authority; arch your brow at the fucked-up gender politics of a particular scene; cheer when the heroine reads the hero the riot act; and swoon at the emotional climax.

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I find feminist readings of romance, Harlequins included, very persuasive. But I'm sure you could find plenty of women who insist they like their favorite authors or lines because men are men and women are women and by God they know the difference. These books are surprisingly capable of bearing the weight of multiple meanings. "I think people read for different reasons, that's the truth," Morgan added.

Plus: They're fucking fun.

Image by Tara Jacoby.


Contact the author at kelly@jezebel.com.