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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Increasingly, the question of digital literacy becomes an important factor, as well—though not easily parsed, given that Hispanics utilize technology differently than the general population.
All of this makes it difficult for a publisher to determine the best course.
Early Optimism
In 2000, HarperCollins launched the Rayo imprint in anticipation of an Hispanic population explosion. Well before the 2010 Census, projections estimated that the Hispanic population would reach 50 million, that Hispanics would comprise the nation's largest minority group, and that the Hispanic population would reach 30 percent of the nation's overall population by 2050.
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