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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Publishing Perspectives' Emily Williams, in her piece "Whatever Happened to U.S. Spanish-language Publishing?" pointed to a Rayo editorial shakeup in 2009 as evidence of the industry's failure to succeed with Spanish-language publishing. The imprint as it was then known all but disappeared. Now the much smaller Rayo focuses mostly on the children's book market with some adult Spanish-language versions of popular English titles, like upcoming releases "How Did I Get Here," and "100 Simple Secrets of Great Relationships." Rayo founder and one-time editorial guide Rene Alegria has referred in the press to Rayo's post-2009 strategy as "the Telemundo of book publishing." (Rayo declined to comment for this story.)
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