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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So why not market to those who aren't native Spanish readers? "Hispanics born in the U.S. grow up and are educated in English," DePablos says, "and tend to have a harder time reading in Spanish."
Child's Play
Interestingly, the largest publisher and distributor of Spanish-language books in the country is the children's publisher Scholastic, so perhaps Latino kids of the future will be buying Vintage Español books. According to Jazan Higgins, Vice President of Cross Company Strategy at Scholastic Trade Publishing, the Scholastic En Español imprint publishes 50 to 70 books a year.
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