I find this marketing campaign despicable, but incredibly effective:
HarperCollins Teen released new editions of three old classics way back in 2009, each of which was mentioned in Twilight as one of Bella’s favorite books (if you’ve missed out on the Twilight phenomenon, you must live under a rock, so I’ll let you dust the dirt off your laptop and find out about it elsewhere). I don’t know about you, but I was rather saddened to see three solid classics adorned with blatant Twilight-knock-off covers.
It’s not that they’re badly done, because really, they’re not. If you think about it from the point of view of a publicity agent, this is actually a really smart move. They’re basically marketing these three books as a continuation of the Twilight series–the blurb on the front of P&P says, “The love that started it all,” which to me implies that this is supposed to be a prelude to Bella/Edward’s relationship, and that these two novels have common ground. Of course, anyone who has read P&P knows that Darcy and Edward are nothing alike and that Bella and Elizabeth aren’t either, but the average teen probably hasn’t read it.
I’m sure Harper Collins Teen claims that these covers will induce more children to read, but really, if it takes a marketing scheme based on one of the most overrated books in existence (not to mention one of the most flawed and poorly written), then I don’t think there’s much hope for the masses of the coming generations.
Of course, I hope that’s not true. I like to think that reading will continue to be a staple of everyday life for the next few centuries, and that ideas will continue to spread through the written word. Popular culture is extinguishing my hope for this (by the way, have you looked at children’s handwriting these days? Thanks to computers, they have the worst penmanship I’ve ever seen) but I do see the point behind this campaign.
“Love never dies”? Really? And “The original forbidden love”? Spare me.
Well Harper Collins, I will commend you. I hope that entices you to read over my application to be your editorial assistant, despite the fact I just disparaged your company.
Cheers and have a good Saturday!