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‘The Message Is in the Book’: What Virago's Sale in 1995 Means for Feminist Publishing

Abstract This article examines the UK publisher Virago, the world's largest women's imprint and the best known of the second-wave feminist publishing houses that sprang up during the 1970s and 1980s. Feminist publishing remains a peculiarly unacknowledged and underexamined aspect of feminist history, but one that had real influence and effect. This article gives a historical account of Virago, noting its intention to enact feminist politicking through the act of publishing books. The author looks at the effect Virago had on the industry more widely, on literary culture and on attitudes to women. The author also examines changing formulations of feminism and how these were reflected—or not—through Virago's published output. The author then moves on to her central proposition: that Virago's sale in 1995, rather than marking the death of feminist publishing (as was stated in media comment at the time), was in fact the point at which it was saved. Virago's move into Little, Brown, coinciding with the rise of an increasingly commodified consumer culture, the conglomeration of the book industry and more pluralized expressions of feminism, allowed it to continue to work as a publisher of women's writing while none of its contemporaries survived. The author looks in detail at the changes post-1995 within the book industry, within feminism and in wider culture, as well as at Virago. The author asks whether Virago still has value as a ‘feminist’ imprint and how it has sought to remain vital and relevant.