The Latino Market: Tongue Twister
Early attempts to reach the U.S. Hispanic market produced mixed results. (Hint: It's not all about Spanish.) Publishers who understand this complex demographic can reap rewards.
By
Liz Spikol
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You walk into the bookstore, past the tables of "Books for This Month's Holiday," and find your way to the Foreign Language section. Bring up your bébé in French; speak Chinese like a Tiger Mom; have a conversation in Russian that would warm the cockles of Putin's heart—it's all here. And if you already know a foreign language—Spanish, say—you'll also find novels and self-help books right next to "500 Spanish Verbs."
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