In 2000, "The Sydney Morning Herald" described a trend of new fiction books aimed at women readers which were characterized by "...a spirit of post-Tory, post-grunge lightness tapped into hordes of female magazine-readers and TV-watchers". This fiction was called the birth of a "publishing phenomenon" which can be called "chick fiction" "...or chicfic", all unified by subject-matter, packaging and marketing", with "candy-bright, heavy in pink and fluorescen[t" covers, and "candy-bright" titles, "hinting at easy digestion and a good laugh...Such books are positioned in a marketplace as hybrids of the magazine article, fictional or fictionalised, television...and comfort food digestible over a single' night at home."