Literature - Series (1) New Adult novels interweave great emotions with serious themes
Romance and the big emotions, but not only: new-adult novels deal with issues of growing up. Sales of these books are huge and the genre is important for the book trade. What characterizes it?
14.01.2025, 07:00
SDA
Colleen Hoover is the flagship author in the New Adult literary genre. One of her best-known works is "It Ends with US" (2022). When the film was released in cinemas in German-speaking Switzerland last August, many viewers were shocked. Contrary to what the movie posters might have suggested, it's not about a pretty love story involving flowers. It's about domestic violence.
The successful novel, which has sold over 10 million copies in print, audio and e-book formats, tells the story of Lily Bloom, a young woman who begins a seemingly perfect relationship with neurosurgeon Ryle Kincaid. At the same time, the memory of her first love for Atlas catches up with her. Ryle shows increasingly violent traits.
Ironic - and cinematic - about this PR disaster (obviously the communication regarding the content of the movie was inadequate): A few days ago, it was revealed that director and lead actor Justin Baldoni, who had himself celebrated as a feminist during the film's promotional tour, had commissioned a smear campaign against lead actress Blake Lively. Colleen Hoover's novel landed on the New York Times bestseller list for the second time this summer.
New Adult fills a gap
New adult is currently one of the most important genres in the book world. However, the novels are not just about peace, joy, pancakes and young love. The 300 to 500-page books may often be tearjerkers. But they usually also deal with relevant topics that concern young adults: self-discovery, adulthood, finding and following one's own path. And - in the case of Colleen Hoover, for example - far more serious issues such as mental health, domestic violence, equality, discrimination and diversity in general.
Switzerland's largest bookseller says: "New adult has developed out of adult books for young people and now forms its own sub-genre in entertainment," says Alfredo Schilirò, press spokesman at Orell Füssli Thalia. "They are mainly (love) stories that deal with the turbulent phases of life of young adults, usually between the ages of 18 and 25. New Adult closes the gap between young adult books, which eighteen-year-olds have outgrown, and light fiction à la Lucinda Riley, Jojo Moyes, whose content young women cannot yet identify with."
New adult novels are often written in the first person. The protagonists often have a dark past, which is one of the reasons why they deal with dark problems. The genre is mainly synonymous with contemporary romance.
New Adult authors are rare in Switzerland. They can be found at publishing house Sternensand, which specializes in the fantasy and romance genres. The publisher also sells Young Adult books. In contrast to New Adult, this genre is aimed at readers aged 12 to 18. The characters are mostly teenagers who deal with topics such as high school, first love or friendship.
Phenomenon from the USA
The New Adult phenomenon is not entirely new: the novel trilogy "Save Me" by Mona Kast, for example, was published in 2018 and has since sold over 1.5 million copies. Last year, the series was successfully adapted into a film. "Maxton Hall - the world between us" can be streamed on Prime Video.
It is about Ruby Bell, a schoolgirl who dreams of studying at Oxford University, and James Beaufort, a rich scion of a business family. Their worlds intersect, and between many intrigues and really stark challenges - passion and love develop.
In fact, the New York Times defined New Adult as "Harry Potter meets 50 Shades of Grey" back in 2012. The term New Adult (actually: "new adult") comes from the USA. At the end of the noughties, publishers there deliberately tried to focus on a specific target group. The St. Martin's Press publishing group, for example, held a writing competition to find books that focused on young adults after high school and during the transition to adulthood. Publishers, mostly authors and readers from platforms such as "Goodreads" and later the BookTok community have made the genre known worldwide.
Pastel colors with glossy effects
At the Frankfurt Book Fair last fall, there was a dedicated New Adult hall for the first time. The queues in front of it were long. The spectacle was reminiscent of a Taylor Swift concert. The comparison is no coincidence: New Adult authors, mainly female writers, are now celebrated like pop stars. Penguin Randomhouse confirms this. There are several publishers in the publishing group that specialize in New Adult literature: Lyx, for example, or Heyne and - most recently - Heartlines. With "lit.Love on Tour", the most important female authors have even had their own tour since 2023.
Aesthetics play an important role in the New Adult universe. The stories have been published in a more affordable paperback format right from the start. In terms of appearance, graphics take precedence over photography. Short, concise titles ("Save Me", "It Ends with Us") appear in ornate lettering, often on a pastel-colored background. Glossy or metallic effects are popular. Publishers emboss New Adult books with flowers, hearts and other symbols and sometimes the spine and page edges are colored accordingly.
The genre labeling is clear. Charlotte Künne from Piper-Verlag, for example, says: "We have noticed that New Adult readers mainly buy and read the books in printed form. The novels are collected and displayed on their own bookshelves. "*
*This text by Nina Kobelt, Keystone-SDA, was realized with the help of the Gottlieb and Hans Vogt Foundation.
