Avon (publisher)

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Avon Publications
Avon Books Logo.png
Parent company HarperCollins
Founded1941;82 years ago (1941)
FounderJoseph Meyers and Edna Meyers Williams
Country of originUnited States
Headquarters locationNew York City
Fiction genres Romance
Imprints Avon Impulse, Avon Inspire, Avon Red, Avon Romance
Official website avonromance.com

Avon Publications is one of the leading publishers of romance fiction. At Avon's initial stages, it was an American paperback book and comic book publisher. The shift in content occurred in the early 1970s with multiple Avon romance titles reaching and maintaining spots in bestseller lists, demonstrating the market and potential profits in romance publication. As of 2010, Avon is an imprint of HarperCollins.

Contents

Early history (1941–1971)

Avon Fantasy Reader is one of several digest-format paperbacks that were once published by Avon. Avon Fantasy Reader 3.jpg
Avon Fantasy Reader is one of several digest-format paperbacks that were once published by Avon.

Avon Books was founded in 1941 by the American News Company (ANC) to create a rival to Pocket Books. They hired brother and sister Joseph Meyers and Edna Meyers Williams to establish the company. ANC bought out J.S. Ogilvie Publications, a dime novel publisher partly owned by both the Meyers, and renamed it "Avon Publications". They also got into comic books. "The early Avons were somewhat similar in appearance to the existing paperbacks of Pocket Books, resulting in an immediate and largely ineffective lawsuit by that company. Despite this superficial similarity, though, from early on Meyers differentiated Avon by placing an emphasis on popular appeal rather than loftier concepts of literary merit." [1] The first 40 titles were not numbered. First editions of the first dozen or so have front and rear endpapers with an illustration of a globe. The emphasis on "popular appeal" led Avon to publish ghost stories, sexually-suggestive love stories, fantasy novels and science fiction in its early years, which were far removed in audience appeal from the somewhat more literary Pocket Books competition.

As well as normal-sized paperbacks, Avon published digest-format paperbacks (the size and shape of the present-day Ellery Queen's Mystery Magazine ) in series. These included Murder Mystery Monthly, Modern Short Story Monthly and Avon Fantasy Reader . Many authors highly prized by present-day collectors were published in these editions, including A. Merritt, James M. Cain, H. P. Lovecraft, Raymond Chandler and Robert E. Howard.

In 1953, Avon Books sold books in the price range of 25¢ to 50¢ (for the Avon "G" series, the "G" standing for "Giant") and were selling more than 20 million copies a year. Their books were characterized by Time magazine as "westerns, whodunits and the kind of boy-meets-girl story that can be illustrated by a ripe cheesecake jacket". [2] At around this time, Avon also began to publish under other imprints, including Eton (1951–1953), Novel Library, Broadway and Diversey. Avon's 35¢ "T" series, introduced in 1953, also had strong mass-market appeal and contains many outstanding examples of the then-popular juvenile delinquent story. The "T" series also contained many movie tie-in editions and the stand-bys of mysteries and science fiction.

Avon was bought by the Hearst Corporation in 1959. [3]

In the late 1960s there was a surge of interest in Satanism largely due to the emergence of Anton LaVey's Church of Satan in 1966 and the success of Ira Levin's novel Rosemary's Baby in 1967. In 1968, an Avon editor named Peter Mayer approached Anton LaVey with the idea of publishing a "Satanic Bible", and he asked Anton to author it. Anton obliged, and in December 1969 The Satanic Bible was published as an Avon paperback. [4]

History of Avon Romance (post-1972)

Avon Romance Avon Romance logo.png
Avon Romance
The Flame and the Flower's success marks the true beginning of Avon's focus on romance. The Flame and the Flower.jpg
The Flame and the Flower's success marks the true beginning of Avon's focus on romance.

In 1972, Avon entered the modern romance genre with the publication of Kathleen Woodiwiss' The Flame and the Flower . The novel went on to sell 2.35 million copies. [5] Avon followed its release with the 1974 publication of Woodiwiss's second novel, The Wolf and the Dove . The next two romances by newcomer Rosemary Rogers, Sweet Savage Love and Dark Fires, also published in 1974, reached bestseller status. The latter sold two million copies in its first three months of release and the former inspired the name of the genre: "sweet savage romances". [6]

In 1999, the News Corporation bought out Hearst's book division. Avon's hardcover and non-romance paperback lines were moved to sister company Morrow, leaving Avon as solely a romance publisher. [7]

Avon launched the erotica imprint Avon Red in 2006. [8] Avon developed the event KissCon in 2014, in order to serve the population of romance readers looking for more interaction with their authors and opportunities to strengthen their reading community connections. [7]

For its 75-year anniversary in 2016, Avon published 65 original titles, along with an anniversary edition of Shanna, a romance novel by Kathleen E. Woodiwiss, published in 1977 that held a spot on the New York Times Best Seller list for over thirty weeks. In addition to the re-release, the book included a foreword by the more recent bestseller, and another author represented by Avon, Lisa Kleypas. [7]

Avon Comics

Slave Girl Comics, one of the titles published by Avon SlaveGirlComics0101.jpg
Slave Girl Comics, one of the titles published by Avon
Avon published five issues of White Princess of the Jungle. White Princess 2.jpg
Avon published five issues of White Princess of the Jungle .
Avon revived the 1947 one-shot title Eerie in 1951 and gave it a 17-issue run. Eerie Comics No 1 Avon second version.jpg
Avon revived the 1947 one-shot title Eerie in 1951 and gave it a 17-issue run.

From at least 1945 through the mid-1950s, Avon published comic books. Its titles included horror fiction, science fiction, Westerns, romance comics, war comics and talking animal comics. Most titles lasted only a few issues, with the six longest-running detailed in the complete list below:

Related Research Articles

Pulp magazines were inexpensive fiction magazines that were published from 1896 to the late 1950s. The term "pulp" derives from the cheap wood pulp paper on which the magazines were printed. In contrast, magazines printed on higher-quality paper were called "glossies" or "slicks". The typical pulp magazine had 128 pages; it was 7 inches (18 cm) wide by 10 inches (25 cm) high, and 0.5 inches (1.3 cm) thick, with ragged, untrimmed edges. Pulps were the successors to the penny dreadfuls, dime novels, and short-fiction magazines of the 19th century.

<span class="mw-page-title-main">Eleanor Alice Burford</span> English author (1906-1993)

Eleanor Alice Hibbert was an English writer of historical romances. She was a prolific writer who published several books a year in different literary genres, each genre under a different pen name: Jean Plaidy for fictionalized history of European royalty, Victoria Holt for gothic romances, and Philippa Carr for a multi-generational family saga. She also wrote light romances, crime novels, murder mysteries and thrillers under pseudonyms Eleanor Burford, Elbur Ford, Kathleen Kellow, Anna Percival, and Ellalice Tate.

<span class="mw-page-title-main">Paperback</span> Book with a paper or paperboard cover

A paperback book is one with a thick paper or paperboard cover, and often held together with glue rather than stitches or staples. In contrast, hardcover (hardback) books are bound with cardboard covered with cloth, leather, paper, or plastic.

<span class="mw-page-title-main">Romance novel</span> Genre novel on the theme of romantic love

A romance novel or romantic novel generally refers to a type of genre fiction novel which places its primary focus on the relationship and romantic love between two people, and usually has an "emotionally satisfying and optimistic ending." Precursors include authors of literary fiction, such as Samuel Richardson, Jane Austen, and Charlotte Brontë.

<span class="mw-page-title-main">Pocket Books</span> American publisher

Pocket Books is a division of Simon & Schuster that primarily publishes paperback books.

<span class="mw-page-title-main">Atlas Comics (1950s)</span> USA comic book publisher (1951–1957)

Atlas Comics was the 1950s comic-book publishing label that evolved into Marvel Comics. Magazine and paperback novel publisher Martin Goodman, whose business strategy involved having a multitude of corporate entities, used Atlas as the umbrella name for his comic-book division during this time. Atlas evolved out of Goodman's 1940s comic-book division, Timely Comics, and was located on the 14th floor of the Empire State Building. This company is distinct from the 1970s comic-book company, also founded by Goodman, that is known as Atlas/Seaboard Comics.

<span class="mw-page-title-main">Fiction House</span> American publisher of magazines and comics

Fiction House was an American publisher of pulp magazines and comic books that existed from the 1920s to the 1950s. It was founded by John B. "Jack" Kelly and John W. Glenister. By the late 1930s, the publisher was Thurman T. Scott. Its comics division was best known for its pinup-style good girl art, as epitomized by the company's most popular character, Sheena, Queen of the Jungle.

<span class="mw-page-title-main">Jason Starr</span> American novelist

Jason Starr is an American author, comic book writer, and screenwriter from New York City. Starr has written numerous crime fiction novels and thrillers.

Lancer Books was a publisher of paperback books founded by Irwin Stein and Walter Zacharius that operated from 1961 through 1973. While it published stories of a number of genres, it was noted most for its science fiction and fantasy, particularly its series of Robert E. Howard's Conan the Barbarian tales, the first publication of many in paperback format. It published the controversial novel Candy by Terry Southern and Mason Hoffenberg, and Ted Mark's ribald series The Man from O.R.G.Y. Lancer paperbacks had a distinctive appearance, many bearing mauve or green page edging.

Hillman Periodicals, Inc., was an American magazine and comic book publishing company founded in 1938 by Alex L. Hillman, a former New York City book publisher. It is best known for its true confession and true crime magazines; for the long-running general-interest magazine Pageant; and for comic books including Air Fighters Comics and its successor Airboy Comics, which launched the popular characters Airboy and The Heap.

<span class="mw-page-title-main">Crime comics</span> Comic genre

Crime comics is a genre of American comic books and format of crime fiction. The genre was originally popular in the late 1940s and early 1950s and is marked by a moralistic editorial tone and graphic depictions of violence and criminal activity. Crime comics began in 1942 with the publication of Crime Does Not Pay published by Lev Gleason Publications and edited by Charles Biro. As sales for superhero comic books declined in the years after World War II, other publishers began to emulate the popular format, content and subject matter of Crime Does Not Pay, leading to a deluge of crime-themed comics. Crime and horror comics, especially those published by EC Comics, came under official scrutiny in the late 1940s and early 1950s, leading to legislation in Canada and Great Britain, the creation in the United States of the Comics Magazine Association of America and the imposition of the Comics Code Authority in 1954. This code placed limits on the degree and kind of criminal activity that could be depicted in American comic books, effectively sounding the death knell for crime comics and their adult themes.

<span class="mw-page-title-main">Kathleen E. Woodiwiss</span> American novelist

Kathleen E. Woodiwiss was an American novelist. She pioneered the historical romance genre with the 1972 publication of her novel The Flame and the Flower.

Rosemary Rogers was a Sri Lankan Burgher best-selling author of historical romance novels. Her first book, Sweet Savage Love, was published in 1974. She was the second romance author, after Kathleen Woodiwiss, to have her novels published in trade paperback format. Both writers found their initial success working with editor Nancy Coffey who was then with Avon Books. Rogers is considered to be one of the founders of the modern historical romance, and many of today's writers cite her writing as one of their biggest influences. She lived in California.

Laurie (Lee) McBain is a best-selling American writer of seven historical romance novels from 1975 to 1985. Her novels Devil's Desire and Moonstruck Madness each sold over a million copies.

<span class="mw-page-title-main">Historical romance</span> Literary genre centred on romantic relationships in historical settings

Historical romance is a broad category of mass-market fiction focusing on romantic relationships in historical periods, which Walter Scott helped popularize in the early 19th century.

<i>The Flame and the Flower</i> Book by Kathleen E. Woodiwiss, published 1972

The Flame and the Flower is the debut work of romance novelist Kathleen E. Woodiwiss. The first modern "bodice ripper" romance novel, the book revolutionized the historical romance genre. It was also the first full-length romance novel to be published first in paperback rather than hardback.

<span class="mw-page-title-main">Horror comics</span> Horror comics book

Horror comics are comic books, graphic novels, black-and-white comics magazines, and manga focusing on horror fiction. In the US market, horror comic books reached a peak in the late 1940s through the mid-1950s, when concern over content and the imposition of the self-censorship Comics Code Authority contributed to the demise of many titles and the toning down of others. Black-and-white horror-comics magazines, which did not fall under the Code, flourished from the mid-1960s through the early 1980s from a variety of publishers. Mainstream American color comic books experienced a horror resurgence in the 1970s, following a loosening of the Code. While the genre has had greater and lesser periods of popularity, it occupies a firm niche in comics as of the 2010s.

Horwitz Publications is an Australian publisher primarily known for its publication of popular and pulp fiction. Established in 1920 in Sydney, Australia by Israel and Ruth Horwitz, the company was a family-owned and -run business until the early 21st century. The company is most associated with their son Stanley Horwitz, who took over publishing operations in 1956. Stanley was eventually succeeded by his son Peter and daughter Susan, who was the company's director in the years 1987-2016.

<i>Out of This World Adventures</i> US pulp science fiction magazine

Out of This World Adventures was an American pulp magazine which published two issues, in July and December 1950. It included several pages of comics as well as science fiction stories. It was edited by Donald A. Wollheim and published by Avon. Sales were weak, and after two issues Avon decided to cancel it.

<span class="mw-page-title-main">Thorpe & Porter</span>

Thorpe & Porter was a British publisher, importer, and distributor of magazines and comic books. At first, the company was known for repackaging American comics and pulp magazines for the UK market. Later on, it became a publisher of original material. The company released more than 160 comics titles in the UK, the most prominent being Classics Illustrated, MAD UK, Edgar Rice Burroughs' Tarzan of the Apes, Larry Harmon's Laurel & Hardy, House of Hammer, and Forbidden Worlds. T & P's most prominent imprints were Top Sellers Ltd. and Brown Watson. Thorpe & Porter operated from 1946 to c. 1979.

References

  1. Canja, Jeff. (2002) Collectable Paperback Books, Second Edition, East Lansing, MI: Glenmoor Publishing. ISBN   0-9673639-5-0
  2. "Highbrow Smorgasbord", Time, August 10, 1953.
  3. "Quiet Deal", Time, August 31, 1959.
  4. Aquino, Michael (2013). The Church of Satan. p. 69. ISBN   978-1494447335.
  5. Darrach, Brad (January 17, 1977). "Rosemary's Babies". Time. Archived from the original on November 13, 2007. Retrieved 2007-07-17.
  6. Radway, Janice A. (1991). Reading the Romance: Women, Patriarchy, and Popular Literature . Chapel Hill: The University of North Carolina Press. pp.  34. ISBN   9780807841259.
  7. 1 2 3 Garrett, Lynn (January 5, 2016). "At 75, Avon Books Is Still Going Strong". Publishers Weekly. Retrieved February 8, 2019.
  8. "It's Not Just You—It Really Is Hot in Here". PublishersWeekly.com. Retrieved 2019-04-03.