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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Se Habla Español?
"It's really a bilingual market," says Kirk Whisler, president of Western Publication Research (WPR), which publishes the National Hispanic Readership Study. "Sixteen percent speak Spanish-only, 16 percent speak English-only, but everyone else is bilingual. Looking at [the market] in terms of one language or another is not showing it the respect it deserves."
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Liz Spikol
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