Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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Additionally, author profiles and media coverage on Spanish-language TV stations Univision and Telemundo have been tied closely to traditional bookstore sales in areas with large Hispanic populations, such as Southern California and Texas, and urban markets including Miami and New York, Crum adds.
The Celebrity Advantage
Hispanic celebrities have the same advantages as mainstream personalities—a built-in audience and platform, "except they have the added benefit of also resonating with the largest growing minority in the country," says Raymond Garcia, publisher of the Celebra imprint of the New American Library division of Penguin Group USA, which concentrates on books by Hispanic celebrities, including Soledad O'Brien and Geraldo Rivera.
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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