Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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"[As a retailer], you also need to go to where they are and not wait for them to come to the usual suspects," Reza says, such as mass-market bookstores.
While Kanellos agrees that publishers could benefit from a larger presence of Hispanic bookstores and distributors in Latino communities, Norris points out that independent bookstores are struggling in all segments, as big-box stores continue to push out smaller booksellers.
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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