The Bookseller.com

2nd December 2008

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MB has new look for Joy of Sex

19.12.07

Mitchell Beazley is bringing out a new edition of classic Seventies sex title The Joy of Sex next year. The Octopus imprint is also planning a range of spin-off titles, which could include The Joy of Sex Foreplay.

The new edition of The Joy of Sex is published next September complete with new photography and illustrations. "We've really updated it to bring it to a new audience," said group head of marketing and publicity Jane Smith. "We're making it fresher and more contemporary—the whole book looks really reinvigorated—but not so contemporary that it will alienate old fans."

Mitchell Beazley wants to position the title as a classic family reference book, as it was seen in the Seventies, Smith added. The book will be a flexi-bound, flapped paperback (£18.99).

The iconic bearded man of the Seventies edition will not feature in the updated version, but is likely to play a starring role in the marketing and publicity campaign for the book. Mitchell Beazley is also looking at possible third-party link-ups and media partners to promote the title.

In 2009 Mitchell Beazley is planning a smaller format spin-off title, The Joy of Sex Foreplay, at a lower price point, to be published in January to target the Valentine's Day market. "It is such a strong brand that we wanted to see what else we could do with it," said Smith, who added that the titles are proving popular in the coeditions
market.

Mitchell Beazley The Joy of Sex