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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Though Kanellos is disheartened by school budget cuts and library closures, he sees something positive on the horizon: "The future," he says, "is going to be digital."
A New Age
In 2008, Aurora-Anaya Cerda opened an online bookstore, La Casa Azul. Not the best time to start selling books of Latino interest via a website, you might think. In fact, Cerda did so well, she was able to open a bricks-and-mortar store two months ago in Manhattan. "So far it's been wonderful," Cerda says. "We've had a great response from the Latino community and from non-Latinos who find out about the store."
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