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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Arte Público works with schools and libraries to develop bilingual teaching materials. But when Kanellos says bilingual, he doesn't mean half the book sounds like a New Yorker wrote it and the other half reads like the King of Spain chimed in. "We specifically bring children's books with cultures as expressed and manifested 'in the U.S.'" The books reflect the lives of Latino children living here now, and though it isn't possible to write different versions of each—one for Chicanos in Texas, another for Cubans in Miami, a third for Nuyoricans—"we market all of our books [across] the nation. Latino kids learning to read in grades K-3 should have exposure to how kids are in San Antonio."
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