Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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"There are about 40 million Hispanics in the United States. But, of them, about 15 million are bilingual …, [and] they tend to want to read in the native language of the author," he adds. "… Then, there's some 10 to 15 million who are Spanish-speaking only, and they obviously favor Spanish-language books. And then, there are another 10 or 15 million who are English-speaking only. They might be third, fourth, fifth generation, have a Hispanic name, but only speak a few words of Spanish and certainly not enough to read a book in Spanish."
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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