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How Prize That Used To Be Orange Was Saved – And Rebranded

Posted at 4:47PM Saturday 13 Oct 2012

Orange, the word that has no rhyme, has become the literary prize that defies gravity. Strictly speaking, it should no longer exist. Orange switched off its sponsorship in May.

With no Plan B in sight, the board running the prize, including Martha Lane Fox, the UK Digital Champion, made predictably defiant noises about keeping calm and carrying on, but this is a tough commercial climate. Was the game up for the English-speaking world's premier prize for women's writing? Last week we got the answer.


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