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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Cinco Puntos' location—right on the border with Mexico—makes a big difference. When Byrd's parents, Bobby and Lee, started the press 27 years ago, they did so to raise awareness of border issues. Things have changed since then, Byrd says—soon we'll "all" be living on the border: "In some ways, you could say that we're living in the future here in El Paso. The big demographic shifts that are predicted in the coming decades are old hat here on the border. We're already living them."
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Liz Spikol
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