The Latino Market: Tongue Twister
Early attempts to reach the U.S. Hispanic market produced mixed results. (Hint: It's not all about Spanish.) Publishers who understand this complex demographic can reap rewards.
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Liz Spikol
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The juxtaposition of grammar and fiction is a little odd, but the titles—at least in Spanish—are anything but. "The Hunger Games," Fifty Shades of Everything, the latest by Rhonda Byrnes. There's even a golden oldie: "Cómo ganar amigos e influir sobre las personas" by Dale Carnegie. Pick up the Spanish translation of Dan Brown's "The Lost Symbol," and a worn phone card falls from between the pages—a card once used to call home (Mexico? Colombia? Guatemala?)—now used as a public bookmark. Nestled between the Dan Brown and the Dale Carnegie, there's a thick book by someone whose name actually sounds Spanish: Paco Ignacio Taíbo II. No phone card falls from between its pages.
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Liz Spikol
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