Market Focus: Inside the Hispanic Book Market
Publishers grapple with disappointing sales despite a booming population.
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Since 2000, when the U.S. Hispanic population recorded noticeable growth, many publishers have been learning to cater to this segment's divergent needs.
Illustrating that point, Jamie Carter, operations manager for Publisher Alley—a division of Baker & Taylor that tracks book sales—says that, overall, Spanish-language book sales are increasing, thanks mostly to significant growth in the children's category. Children's hardcover and paperback sales increased 28.1 percent and 40.6 percent, respectively, from 2008 to 2009. While adult paperback sales have increased 2.5 percent during the same time period, hardcover sales decreased 5.4 percent.
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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