Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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For HarperCollins' Rayo imprint, this has become an opportunity. "Wal-Mart has supported Spanish-language publishers consistently," Crum says. "In that market, price point is very important because delivering value to the customer is a top priority. Authors who are brand names or celebrities in the Spanish-speaking community, like Isabel Allende, Paulo Coelho, Jorge Ramos and Maria Antonieta Collins, perform very well."
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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