One thing I think about a lot is that for years romance sold itself, it "kept the lights on" for publishing, and so the marketing machine for romance was anemic because it didn't need to exist.

Here's what I know about romance readers: they'll buy books based on author reputation, word of mouth, availability, and price point.

So in a marketing vacuum, what are people going to read?

Books by beloved authors will sell at any price.

Word of mouth will sell a few but the truth is, BookBub has way more impact on sales than anything anyone says on social media or GR.

For romance readers moving through 100+ books a year, price is everything.

I guess if romance readers are at Target they'll pick up a $12 "rom-com." Or at least they'll do it once, but will they keep doing it if they books keep being this tepid and boring? Idk.

It strikes me that the "rom-com" buyer at Target is likely an occasional romance reader, not a voracious one. And I just keep thinking that it's time to admit that publishing is largely ceding voracious romance readers to indie.

I know I'm not saying anything new or even that interesting. But I just want romance to be crackling, alive, interesting, emotional -- and I *can* get that for $5 a book in Indie, or *not get it* for $16 a book in trade. It's honestly so fucking confusing.