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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Such a bookstore trip is a tangible encounter with a difficult truth for publishers: The Hispanic market is a tough nut to crack. Both Vintage Español, which published the Dale Carnegie, and Rayo, which published the Taíbo, know this well.
The challenges are many: the cultural diversity in the population; the different levels of acculturation to the U.S.; the varied linguistic abilities, ranging from the old woman who doesn't speak a word of English to her bilingual son to his English-speaking daughter who takes French classes in school.
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Liz Spikol
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