Drawing on new research on British publishing practices by Susan Jones, Janice Harris, Joyce Wexler, and other scholars of British modernism, this study analyzes Methuens marketing strategy for D. H. Lawrences The Rainbow. Comparing the advertising that Methuen developed for Joseph Conrads Chance and Arnold Bennetts Hilda Lessways with Lawrences The Rainbow, this study shows how the final changes Lawrence made to the novel in 191415 show his effort to distinguish his novel from Conrads revision of the New Woman novel in Chance and Bennetts revision of the modern girl novel in Hilda Lessways. It demonstrates, instead, how Ursulas responses challenged wartime notions of home, gender roles, family, and marriage. Re-examining the references to history and myth, especially in the third generation of the Brangwens, this study illustrates why The Rainbow ignited such controversy by presenting a family saga that challenged marriage as the standard closure in popular romances and exposed radical alternatives to marriage that New Women and contemporary suffragettes strategically elected to ignore. It concludes by showing how Methuens plan to sell Lawrences novel as a popular romance contributed to its subsequent banning in England in 1915.