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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And large publishers face learning curves. "Every mainstream publisher has gone through an evolution if they're doing business with the Latino market," Whisler says. When he was working as a consultant with a publisher in Minnesota, he found that out. "I got a call from a Spanish-language editor, she was Latina. She said, 'This may sound like a dumb question, but are there actually Latinos that write?' She was so isolated up there in Minnesota! I laughed and said yes and they wound up bringing on Latino authors who did very well for them."
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Liz Spikol
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