Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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Know Your Audience
"The challenge is finding the right message and medium to promote titles for each segment," says John Reza, owner of Librería Martinez bookstore in Lynwood, Calif. "Additionally, [the challenge is] knowing which region of Mexico or Latin America that the [reader] is from. Spanish speakers from Miami, most likely, have different backgrounds and needs than Spanish speakers from Los Angeles or Chicago. Selecting the right material to publish, creating the right message and providing the appropriate sales and marketing support is critical."
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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