Inside the Hispanic Book Market

By Heather Fletcher

While the Hispanic population in the United States is expected to expand to nearly 50 million by 2010, according to the U.S. Census Bureau, current purchasing patterns indicate that this 16 percent of the nation may not buy books at the same rate as the remaining 84 percent.

Book publishers have different theories as to why this growing market hasn't yet met expectations in terms of sales, as well as some ideas on how to better serve this segment. From embracing Hispanic celebrity influencers to tailoring content to reflect the nuances of this particular culture, publishers may have to adapt and mature before the market segment can reach its full potential.