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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Cerda knew something that non-Latinos—from pundits to politicians to people on the street—have a hard time believing: Hispanics are online.
Of Latinos 16 and older who were born here, 85 percent go online and 80 percent have cell phones. The numbers drop for foreign-born Latinos, but there are still more than half who are connected—and there are pragmatic reasons for this. A lot of people have family far away; having a blog or a Tumblr or a Facebook page allows them to stay in touch.
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Liz Spikol
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