How to Sell Spanish-Language Titles in the United States

December 2006
by Linda Carlson

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How to Sell Spanish-Language
Titles in the United States

 

by Linda Carlson

 

If you publish books in
Spanish, you probably know that the Hispanic population in the United States is
growing rapidly. Today, Spanish-speaking immigrants and their descendants are
14 percent of the American population, or one out of every seven. They are also
the fastest growing ethnic group—in some states, no longer a minority. You
probably also know that Spanish-language book sales have taken a dramatic
upswing, due in part to the upward mobility of many Hispanic families.

 

What you may not know is how to
reach those Hispanic readers and the retailers that serve them. Read on for
information about the challenges of publishing and distributing to the Hispanic
market.

 

What Edition Comes First?

 

Some publishers issue titles in
Spanish as product extensions of books that have done well in English and seem
likely to sell in translation. In Seattle, for example, Parenting Press had
sold 60,000 copies of a children’s saddle-stitched personal safety title called
It’s MY Body
when counselors and parent educators encouraged Elizabeth and Fred Crary to
issue a Spanish version in 1985. To date, it’s sold almost 18,000 copies.

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