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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Vintage Español director Jaime DePablos says, "Due to the relatively small size of the market, advertising is generally too expensive for us. Facebook and tools like Google Ads have made this noticeably easier for us to reach readers."
John Byrd of Cinco Puntos says he's also using digital tools. "The nice thing about social media is that it gives you data to work with so you can start to see what works and what doesn't. Writers are always impressed with how much we can accomplish on a lean budget."
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Liz Spikol
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