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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And that includes language. "El Paso is a bilingual town. If you walk down the street, you're just as likely to hear people speaking English as Spanish. You might even hear both in the same conversation. Making books that reflect that seems natural."
And it's not just in El Paso. That kind of mixed conversation—what linguists call code-switching and everyone else calls Spanglish—manifests in many ways. "It's interesting, the reading trends within the Latino market," Whisler says. "They'd prefer to read that novel, or spiritual book, in the language they grew up speaking. But if it's a how-to book, they'll gravitate toward that in English."
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