One of the things I like about Paranormal Romance is the cover art. Say what you will about superficiality, but having a striking cover on any book is like honey for the eyeballs. And the Paranormal Romance/Urban Fantasy covers, well they've definitely taken that idea to heart. Take a look at the cover of any book by Laurell Hamilton, Kim Harrison, Richelle Meade or...well, the list goes on, but you get the idea.
Check out Tracey Kitt's Blog on MySpace for a good example of this rule. (BTW, she was the first friend I ever made here, so respect is given where it is due....)
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