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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They also use technology differently. Hispanics text more than any other ethnic group, for instance, and are more active in social media—whether it's linking to something, posting a video, updating a blog, or "Liking" a band. Downloading a book while checking a Twitter feed doesn't seem like much of a stretch for people who download games and music in higher numbers than any other group. Latinos may have less home Internet access, but they make ample use of the access they do have.
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