What Do Women Really Want?

Ms. Belinda HOBBS

While many frustrated men have been asking this very intriguing question seemingly since time began, perhaps it is best to discover what women read. And who best to ask than new Harlequin KK Managing Director Belinda HOBBS?

The Australia-born Belinda, who has worked for Harlequin since 1995 in both Sydney and Toronto, says women go gaga over stories about millionaires, Mediterranean heroes, taming bad guys and watching ugly ducklings being transformed into princesses. "Very aspiring story-lines like these are popular the world over," she says. "Japan is no different. In any language these types of stories have the ability to melt your heart and make you dream."

Harlequin's sales figures also have the ability to make most accountants dream - if not pass out - with envy. In 2003, the company sold over 153 million books worldwide - reflecting a sale of more than five books per second. Just over 50 million women read Harlequin books annually including around half a million in Japan.

The Toronto-based company publishes books in 25 languages, sells them in over 130 countries and since its inception in 1949 has shipped an incredible volume of books - more than 4.5 billion copies worldwide. Thanks to the growing popularity of the romance genre, coupled with Harlequin's effective marketing techniques, the company's sales of romance novels has soared from three million in 1970 to the current annual total of more than 153 million worldwide.

"Winter Sonata" Raised Profile of Romance in Japan
Harlequin established its presence in Japan in 1979 where they sell around 5.5 million books a year and are the company's biggest market outside the U.S. Located in the traditional publishing district of Kanda, the company employs around 50 people, all of them being Japanese except Belinda. Harlequin K.K publish around 50 new titles each month - 11 series under the Harlequin and Silhouette brands and MIRA.

So as Managing Director of the Japanese arm of this massive global empire, what does Belinda actually do? "I am responsible for the overall business here in Japan," she says. "That includes the revenues, profits, brand image, product portfolio and our people. My daily duties can range from discussing print runs with our sales team and developing new point of purchase ideas, to approving packaging and cover concepts and new editorial strategies."

As a relatively young, female Australian, Belinda stands out in the industry. "I suppose I am a rarity in the Japanese publishing industry," she says. "I've had a few initial looks of surprise from various people, but once they realize that I have been with Harlequin for quite a while, that I know the publishing industry well and that I share the same goals as them (i.e. to sell more books!) then everyone has generally been very supportive."

Considering so many foreign businesses fail in the Japanese market, it is refreshing to learn that Harlequin has now been in Japan for 25 years. "We entered the market at a time when there wasn't much translated fiction available, let alone something targeted so tightly to women and that offered such a regular source of entertainment," Belinda says. "A lot of Japanese Harlequin readers tell me it's the idealized insight into romance and relationships in the western world that make the books so appealing. It sounds corny when people say that romance is an international language, but I have to say that good romance stories really do have the ability to travel around the world without having to be altered much to suit local tastes." She adds.

Even so, Japanese readers do have their special tastes, which are reflected in the editorial selection process. "Japanese readers love stories about Arabian sheiks and Mediterranean heroes, but don't like romances set in hospitals or rural American settings," Belinda explains. She also adds that Harlequin book covers portraying pregnant heroines, doctors, babies and children typically sell below average.

Has the explosive popularity of Korean television drama "Fuyu no Sonata" ("Winter Sonata") increased readership? "I think it has raised the profile of romance in general and legitimized it as a form of entertainment, which can only be a good thing for Harlequin," Belinda says. "I hope the Winter Sonata phenomena will change peoples' attitudes towards romance and relationships as a source of entertainment, in whatever format."

Accessibility, Value and Quality Keys to Explosive Popularity
So what exactly is it that endears Japanese women to Harlequin books? "Aside from offering an interesting insight into the western world of romance and relationships, many Japanese readers see Harlequin books as simply a pure form of escapism and entertainment," Belinda explains. "No matter what type of reading 'mood' the consumer is in, we have a product to suit her tastes, whether that be a contemporary or traditional romance, romantic suspense and adventure, or for the more daring readers - passionate and sensual stories."

What main differences does Belinda see between the Japanese romance novel market and the markets in other countries she has worked in? "Most of the differences stem from distribution systems and logistics, rather than any major differences in the actual product, the way we market the books or even the consumer base. I have met Harlequin readers on four continents and apart from language and a few other minor things, I have to say that the similarities between our consumers around the world is amazing."

How does she see Harlequin's future in Japan? "Last year, my focus has been on making a lot of positive changes to our product, packaging and distribution processes so that this year and beyond we can really focus on taking our brands and products to a whole new generation of readers and grow the Harlequin K.K. business considerably, not just in book format, but on-line, via mobile phone, in manga format, TV dramas ... the possibilities are endless."

So, to all the men out there, the message is clear: Women want romance!

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