Sunday, 22 April 2007

Roaming romance

Romance brand Mills & Boon will launch some of its books on mobile, to combat the “embarrassment factor of carrying your Mills & Boon around".

There are four ways to read the books: “As autocue-style text moving from right to left across the screen, a scrollable text block moving up and down, single words flashed up in quick succession, or a full page of text. “Teenagers prefer reading one word at a time, but most adults prefer the horizontal scrolling style”. 
Apparently,  it’s women who will drive take-up of this particular mobile content. “Japan is normally 18 months ahead of the UK. They are finding that it’s women who like reading on phones and romantic fiction that’s rising to the top".

Who ARE these women?? and can they be stopped?