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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Scholastic was also a sponsor this year of the Latino Book Awards. All of this is very canny, given the youth of the Latino demographic.
"With a burgeoning population of Latinos whose median age is in the early 20s, and the majority of the population under 15 and growing, the greatest area of activity [in Latino publishing] we're seeing is in education," says Nicolás Kanellos, Director of Arte Público Press, the largest purveyor of bilingual children's books. In explaining why the market is so fertile, Kanellos throws out a list of big cities—New York, L.A., all the usual suspects. "The major school systems in the major cities are over 50 percent Hispanic," he says. That's a lot of kids who need books.
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