H&S targets commuters with erotic serial

H&S targets commuters with erotic serial

Hodder & Stoughton is planning to “enliven the Monday morning commute” with a “first-of-its-kind erotic romance e-book serialisation”.

Blue Mondays will launch on 17th March and “will capitalise on the explosion of the erotic romance market in recent years, but set itself apart with its commuter-targeted, concept-focused strategy”.

For eight weeks, Hodder & Stoughton will release a new chapter of Blue Mondays by Emily Dubberley every Monday. The plot will focus on journeys taken by the two protagonists, Lucy and Ben, following their first meeting in a London Tube carriage.

Readers can pre-order each part or download it once available, with each instalment appearing on their e-reader at midnight on Sunday. Each chapter will cost 99p, and a print edition of the full book will be published in October.

It will be promoted with an online, mobile and outdoor guerilla marketing campaign, with a “surprise” on launch day.

Editor Suzie Dooré said: “Blue Mondays is different because it’s aimed at commuters who want to spice up their journey to work, but also because it’s erotic fiction the reader can actually imagine happening to her – these aren’t high-flying S&M businessmen and meek submissives, they’re real, believable characters having the kind of great sex we could all be having if we were brave enough to catch someone’s eye across the train carriage and let one thing lead to another.”

Dubberley is the founder of Cliterati, the UK's original female-focussed erotica site. She said: “I wanted to step away from aspirational romance to something more realistic - if still fairytale. Love, romance and great sex don't come with a price tag attached and I wanted to reflect this. Readers could feasibly make the fantasy come true, if they wanted to.”

Blue Mondays has been launched on Twitter @BlueMondaysBook and using the hashtag #BlueMondays.