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Polish push for M & B in Ireland
Mills & Boon is starting to provide Irish chain Eason with Polish translations of some of its Mira and series romance titles, to appeal to the country's burgeoning Polish population.
The move is part of M&B's renewed focus on the Irish market, which has seen distribution of the publisher's series romance titles expand to 2,500 additional accounts from April, almost doubling its reach in Ireland. The expansion has largely been through confectioners, tobacconists and newsagents, the publisher said. Its campaign has included branded point-of-sale fixtures, competitions, a giveaway of 135,000 copies of a romance title, and a significant consumer marketing push in conjunction with RTE Radio 1 Today and the RTE Guide.
Estimates of the number of Polish people living in Ireland range from 65,000 to 150,000, M&B said. "I think we're one of the first UK publishers, if not the only publisher, to do this through Eason, in response to the massive increase in Polish people living in Ireland and particularly in Dublin," said publishing director Alison Byrne.
The Polish titles M&B is sending to Ireland are published under the Mira imprint by M&B’s Polish office. They include Elizabeth Flock's Me & Emma (Emma i ja); Alex Kava's A Necessary Evil (Zło konieczne); M J Rose's The Halo Effect (Schemat zbrodni); and Nora Roberts' The Calhouns: Catherine and Amanda (Rezydencja).