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.
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Liz Spikol
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Despite all these Latino book-world bona fides, Cinco Puntos Press doesn't publish Spanish-language books. "We've experimented a little with Spanish-only publishing," says John Byrd, CEO, via email, "but it wasn't very successful for us. Our market really seems to prefer the bilingual format." Byrd says he doesn't have any statistical information to back that up, but he does know that teachers keep thanking him for publishing bilingual books. "It makes them feel like they're getting twice what they paid for."
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Liz Spikol
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