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Publishing Innovator of the Year: Harlequin

A look at the 'deliberate strategy' that drives the company's success.

May 2009 By Noelle Skodzinski
"Wherever women are, we are,” says Malle Vallik, director, digital content and interactivity for Harlequin Enterprises. You’ll hear this mantra uttered by other Harlequin executives, but it is much more than corporate speak. It is part of a “deliberate strategy,” says Vallik, and the driving force behind Harlequin’s evolution over the past 60 years.

“We were the first publishers to take books into the supermarkets and to mass merchandisers because that’s where women shopped,” Vallik says. The company—which publishes more than 120 titles each month in 28 languages—was also one of the first publishers to launch a full-scale e-book program (dating back to 2005) and the first to make its entire front list available in e-book format, as well as offer “enriched” e-books with interactive content. It was one of the first in the industry to launch mobile content, and has been a pioneer in offering short-form content via e-books and mobile platforms.

Its mission “to be wherever women are” has even led the company into some unusual marketing venues. “Over the past few years, our partnership with NASCAR turned some heads!” says Brent Lewis, Harlequin’s vice president, Internet and digital. “A huge number of NASCAR fans are women, providing great exposure for Harlequin, and Harlequin is now publishing NASCAR-based romance stories.”

It is for such innovation that Book Business named Harlequin as the Publishing Innovator of the Year, honoring the company at an awards dinner March 23, at the New York Marriott Marquis Times Square, during the Publishing Business Conference & Expo.

Success With a Bit of Spice
One of the Toronto-based company’s most successful innovations to date is its Spice Briefs (short-form e-books) program.

“The launch [in 2007] of digital-only short stories for women has been a tremendous success,” says Lewis. “The program has been expanded beyond its original editorial of erotic romance (Spice Briefs) to include paranormal romance (Nocturne Bites) and historical romance (Historical Undone!). Digital short stories have enabled us to successfully entertain women with new stories, but have also enabled Harlequin to expand its brands, find new authors, [and] experiment with new editorial concepts cost-effectively.”

Both Spice Briefs and Nocturne Bites have spawned print products as well. “We have created an anthology that collects 10 to 15 of the stories,” says Vallik, who has authored six Harlequin novels under an alias.

Top Women in Publishing

Harlequin Publisher/CEO Donna Hayes and Director, Digital Content and Interactivity Malle Vallik have been named in Book Business’ list of “Top Women in Book Publishing.” See the complete list.

 

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--Chris Brogan, president of Human Business Works

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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ORDER NOW

Available as a PDF.<BR> <BR>A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely. <BR><BR>That’s the focus of this new guide to email marketing, with articles devoted to best practices for prospecting; continuing to build and refresh your opt-in file; how social and email work together; generating relevant content; keeping your messages safe from spam filters and junk-mail folders; and more. <BR><BR>Are you searching for ways to create stronger email marketing campaigns? <BR><BR>The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about how to create top-notch email marketing campaigns for years. <BR><BR>We’ve compiled this information and made it easy for you to find all in one place, with our easy-to-read report – <EM>Email Marketing That Works (2nd Edition)</EM>. Email Marketing that Works (2nd Edition)

Available as a PDF.

A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely.

That’s the focus of this new guide to email



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