Books by Sylvia Plath did not appear magically in bookshops and library shelves in the 1960s and 1970s, at the time when the field of women’s studies was emerging in universities. This chapter gives credit to Faber for creating markets for Sylvia Plath, and positioning her in the emerging canon of women’s poetry. The first section looks at Faber’s crucial role in developing the Plath brand, a brand closely attuned to the social changes of the 1960s and 1970s. With rising suicide rates among women in England and Wales, the Plath brand resonated among readers unsettled by rapid social transformations. In 1976, Aurelia Schober Plath tried to offer a more cheerful image of her daughter in Letters Home, but the cuts and controversial selection of letters led to criticisms. Siding with Ted Hughes, Michael Schmidt attacked those who were disappointed and angry at the Estate’s treatment of Plath. He also promoted alternative women poets, far from the poetry that Al Alvarez called “extremist poetry,” epitomised by Plath and Anne Sexton.