Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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"An appearance by Oscar de la Hoya at the Pico Rivera Borders store east of Los Angeles drew a major crowd, and more than 500 copies of [his] book ["American Son: My Story"] were sold," notes Crum.
The number of Hispanic celebrities far exceeds those seen on Univision and Telemundo, Garcia says. And Celebra's very existence shows that the mainstream market is embracing Hispanic personalities, just as the Hispanic market embraces mainstream celebrities. (Hispanics are just as likely to embrace Jennifer Lopez as they are Madonna, he says.)
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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