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Q: U.S. Hispanic book market ( Answered,   0 Comments )
Subject: U.S. Hispanic book market
Category: Arts and Entertainment > Books and Literature
Asked by: eastside123-ga
List Price: $100.00
Posted: 14 Oct 2005 16:08 PDT
Expires: 13 Nov 2005 15:08 PST
Question ID: 580400
What is the size of the U.S. Latino book market? I'm looking for basic
trend data, such as annual sales of "Hispanic studies'' or "Hispanic
literature" books, books written by Latino authors, Mexican food
cookbooks, the number of Hispanic book publishers today compared with
10 years ago, etc. Spanish-language book sales may be included in the
answer but not without data on Hispanic-themed books published in
Subject: Re: U.S. Hispanic book market
Answered By: czh-ga on 14 Oct 2005 23:36 PDT
Hello eastside123-ga,

This was a very interesting but also exceptionally challenging search.
The statistics you?re looking for are very difficult to come by for a
variety of reasons. Your definition of the ?Latino book market? as
books that are about Hispanics or Latinos is not a standard category.
When the publishing industry tracks the Hispanic/Latino market they
are looking for information about the ethnicity of the consumers or
authors. The only exception to this seems to be the category of
multicultural children?s books which include the usage of
Hispanic/Latino in the way you?re using it.

Another reason sales and marketing information about books and the
publishing industry is hard to come by is because the information that
is compiled by various organizations is kept in proprietary databases
that can only be accessed for a price. I?ve included these resources
for you so you can evaluate whether you?re willing to pay for the
information you?re interested in.

Despite these difficulties, I was able to find quite a bit of
information about the Hispanic/Latino book market. I?ve organized the
results of my search into categories that match your questions. I
didn?t find any standard ways of measuring or evaluating this market
segment so I concentrated on gathering resources that were directly
related to your topics. I figured you will be able to interpret them
to fit your frame of reference.

Please don?t hesitate to ask for clarification if any of this is
confusing. I trust that the information I?ve found will be useful.

Wishing you well for your project.

~ czh ~

Two Latino Trends: Which language to use when reaching Hispanics &
Growing number of US Born Hispanics
July 18, 2005

The key to Hispanic American influence might well lie not in the
constant stream of immigration, but in the coming of age of the second
and third generations that will swell the ranks of US Latinos in
coming decades.  Young, US-born and educated, and primarily English
speakers, Hispanics are poised to bring about the next American
cultural and social revolution.

Reaching the Hispanic Market in English or Spanish: The Debate Continues
We?ve been writing about this debate for years, because it has been
evident for years that the numbers of bilingual, English-dominant, and
even English-only Hispanics would continue to grow rapidly, especially
among younger and US-born Hispanics.  According to Global Insight, by
2025 nearly one-third of Hispanic households will not speak Spanish at
all, and only 15% will speak Spanish exclusively (down from 21%
today).  In the same time frame, the total Hispanic population is
expected to grow to 70 million.

***** This is a fairly long article that addresses general trends in
the Hispanic market. It includes lots of statistics.

Hispanic Population of the United States

Prepared by the Hispanic Literacy Taskforce

In 2000 the Hispanic population in the United States was 32.8 million,
representing 12% of the total population. The Hispanic population in
the United States is expected to grow to 63 million by 2030, and 88
million by 2050. By then one out of every four Americans will be
Hispanic. By 2010 the Hispanic population in the U.S. will be greater
than the entire population of Argentina.

***** This site offers links to dozens of reports on the Hispanic
population of the US.

The 2004 U.S. Hispanic Market Report
Price: $447

The 2004 U.S Hispanic Market Report examines, in detail, issues
related to population and demography; acculturation and cultural
components, language use and ability to comprehend, media use,
purchase decision influencers, buying power, retail sales estimates,
and other market characteristics, such as employment, remittances, and
financial services such as credit card use, for the top 50 Hispanic
markets in the U.S.

***** The six page table of contents will give you some insights into
the Hispanic market even if you don?t want to buy the report.

Latino Boom! : Everything You Need to Know to Grow Your Business in
the U.S. Hispanic Market (Hardcover)
by Chiqui Cartagena 

Going Global ? US Hispanic Market

***** This is a blog by John Yunker that frequently addresses issues
in the Hispanic market.


The United States has more than 38 million Latinos, making it the
fourth-largest Hispanic country in the world. The buying power of U.S.
Hispanics is greater than the entire gross national product of Mexico,
at more than $580 billion. By the year 2020, U.S. Hispanics will
number 70 million people, representing 21% of the overall population.

Kiser & Associates? estimates put the size of the Spanish book market
in the U.S. at more than $350 million.

 -- 100+ wholesalers and retailers in the U.S. specialize in
Spanish-language material.

 -- Thousands of public and academic libraries house collections of
Spanish and Latin American books.

 -- More than 1.2 million students are enrolled in Spanish-as-a-Second
Language classes in California, Texas and Florida combined.

 -- 80,000 Spanish-language titles are published annually worldwide

Hispanic Trending

Hispanic Trending focuses on the United States Latino Market. It
features news and commentaries related to Hispanic Marketing and
Advertising, as well as links to, in my opinion, the most relevant
Hispanic sites, organized by categories.
HispanicTrending: Books

***** This link leads to a collection of blog postings from a variety
of sources commenting on the Hispanic book market.

Barahona Center for the Study of Books in Spanish for Children and Adolescents
Recommended Books in English About Latinos

Latinos, Spanish Speakers, and Books:
The Barahona Center for the Study of Books in Spanish for Children and Adolescents 
The main purposes of the center are to serve as a resource center for
books in Spanish and books in English about Hispanics/Latinos for
children and adolescents, along with assisting librarians, teachers,
parents, and other adults in the selection, acquisition, and use of
books in Spanish for children and adolescents. To be able to achieve
its objectives, the center attempts to collect all books in Spanish
for children and adolescents published worldwide since 1989. The
center's holdings also include classics for children and adolescents
and older books in Spanish of outstanding merit or popularity;
reference materials; easy books; fiction; nonfiction; bilingual
(Spanish/English); and Spanish translations of books from other
languages. In addition, the center seeks to include all books in
English about Hispanic/Latino people and cultures for children and
adolescents published in the United States. This collection contains
books about the people, history, geography, art, political, social,
and economic problems of the countries in Latin America, Spain, and of
people of Hispanic/Latino heritage in the United States.

Hispanic Book Market Growing
November 4, 2004
By Jenalia Moreno

A quarter century after founding Arte Público Press ? which publishes
the works of Hispanics in the United States ? Nicolás Kanellos has
proved two things: small book publishers can compete in this business
and there is a market for Hispanic literature.

December 03, 2003
Latino Book Section
An old article from July but still relevant...

"If finding the Hispanic book section is difficult, getting a handle
on the Latino market is nearly impossible. Some numbers are available
for sales of books in Spanish, but nobody seems to be keeping track of
the Latino market that prefers reading in English.

The article is a good read and gives good insight to the Latino book
market. Unfortunately, it left me with an unquenched taste for more
answers. As you can see from the quoted material that may because
there are more questions than facts at this time.

Hispanic Reading Survey 
By Eds. ? July 1, 2004 

The researchers began by separating Spanish-speaking households from
the larger group of U.S. Hispanics. Forty million Hispanics, for
example, represent approximately 11 million Hispanic households.
Although estimates vary, roughly half of these households are assumed
to be Spanish dominant, which means a market of 5 million
Spanish-speaking households.

The study found that 86% of households who responded purchased at
least one book a year, while 29% bought 10 or more adult books in
Spanish a year. Those who purchased the most Spanish-language books
lived in Miami, Los Angeles, El Paso, TX, and Hialeah, FL (in that
order). The numbers seem to confirm what has generally been considered
the approximate size of the U.S. Spanish-language book market: more
than $350 million dollars.

Zealous bookseller rewarded for helping Latinos read more

Martinez's story is part of an overall boom for the Latino book
market. Over the past decade, superstore chains Barnes & Noble and
Borders have added Spanish-language sections; several publishing
houses ? including Scholastic Inc. and HarperCollins ? have started
Latino imprints.

Latino Booksellers on the Web

Observations on Publishing in 2003
©2004 Cooperative Children's Book Center

The most recent edition of Children?s Books in Print (R.R. Bowker,
2003) states that there are books 250,150 from 13,100 U.S. publishers
currently available for purchase in the United States. This includes
new trade books, reprints, paperback editions of titles published
earlier, large-print books, book-club editions, novelty books, series
books from informational publishers, and more. There are well over
three times as many books available now than a decade ago.
Only a small percentage of that vast number actually represents brand
new titles for children and teens. We estimate about 5,000 such books
were published in 2003.

Books for Every Child: Multicultural Literature
CCBC Statistics on Multicultural Literature

We have seen the numbers ebb and flow over the years, but have yet to
see multicultural literature make up more than 10 percent of the total
number of new books published. This percentage drops to less than 5
percent when it includes only titles written and/or illustrated by
people of color.

63 were on Latino themes and topics. 41 were created by Latino authors
and/or artists (most, but not all, were among the 63 books with Latino

Toward a Home-Grown Kids' Lit 
By Shirley Velasquez ? July 1, 2004 

To Better Serve the Spanish-Language Children's Market, U.S.
Publishers Need to Go Beyond Translations

By 2025, one in four children in the United States will be Hispanic,
reports the Census Bureau. But in 2004, more than half of the
Spanish-language and bilingual materials for these children are still
imported from Latin America and Spain. In 2002, 34 million children's
picture and coloring books were shipped to the United States from
abroad, up almost 12% from 2001, according to Kiser & Associates, a
Spanish-language market consultant in San Diego, CA. Now the U.S.
publishing industry is trying to catch up to the international market
and figure out how to effectively tap the buying power of the Latino
market, estimated at $575 billion. The Latino children's book market
is growing in all directions?from mass market translations of U.S. pop
culture's best selling titles to original Spanish-language works. The
question is, can the book industry transcend the simple and swift
translations of best-selling English-language kids' classics and
create a sensitive literature that truly reflects the Latino
community? The experts we spoke to think they can.

Still, though only a handful of U.S. publishers are commissioning
original works of children's literature in Spanish, larger publishing
houses with market muscle, such as Scholastic and HarperCollins, may
be pointing the way toward a new trend. Rayo recently released the
first title in Isabel Allende's young adult trilogy, City of the
Beasts, in Spanish and English simultaneously. Another example is
Scholastic's Lectorum imprint, dedicated to publishing original works
in Spanish.

Though 39% of Hispanic adults over 18 years old have not completed
high school, and a mere 13% have completed college, the demand for
quality books in Spanish with Latino themes persists.

Literature: Conversations with Four North American Publishers

Two publishers believed that recent books about Asian cultures were
growing in numbers; however, both expressed concerns about limited
growth in books reflecting Hispanic cultures. One, in fact, felt that
Latinos were ?almost totally unrepresented.? This final point is
particularly disturbing given the growing number of Hispanic children
in the US

All of the publishers discussed the economic factors affecting the
sales of their booklist of multicultural books. The publisher
specializing in Hispanic books, for example, described the ?ups and
downs? of purchasing often strongly influenced by state and local
policy decisions. For example, textbook adoption decisions in the US
have huge implications, particularly in states like Texas and
California with large populations of Hispanic families but also
policies that state funds may only be used for purchasing textbooks
and trade books appearing on approved lists. As states vary the roles
of textbooks and trade books, sales are influenced by the emphasis and
approval of one over the other. Sales of children?s literature drop if
not on approved lists and sales of textbooks rise with such approval.
More constant, however, are sales to libraries which do not appear to
be influenced by policy and curricular decisions. Libraries were
described as consistently working toward a strong diversity in their
collection; however, funds available for such purchases are often
limited. In Canada, an alliance between the publishers, libraries and
parents actively works to fight funding cuts and keep libraries open.

Perspectives -- Multicultural Book Publishing

Lee & Low Books is a children's book publisher with a specific focus
on multicultural themes. What this means to us is that we produce
stories not only that children of color can identify with, but that
all children can enjoy.


While demographics show that the population is becoming increasingly
more diverse, the publishing industry continues to be slow in
responding to this change. According to the Cooperative Children's
Book Center at the University of Wisconsin, Madison, there were
approximately 4,500 to 5,000 children's books published in the United
States in 1998. Of those, 96 books were by African American authors
and/or illustrators, another 73 books were by Latinos or about Latino
themes, 55 books were on Native American themes, and 52 books were on
Asian/Asian American themes. In total, these multicultural books make
up less than 6% of all children's books published in 1998, while
ethnic minorities make up nearly 30% of the U.S. population. These
figures show that of books people of color are sorely underrepresented
in children's books.

Voces Americanas/American Voices 
Thirty Years of Hispanic Literature in the United States 

***** This is an overview of Hispanic literature with a very extensive

Kiser & Associates

Kiser & Associates is the leading source of statistics and analysis
for the Spanish book industry in the United States.

NAHP, Inc.

***** This organization represents Hispanic publications.

Arte Público Press

Spanish Book Distributors

Whether you're a publisher looking for distribution of your Spanish
titles or a retailer or library looking to buy Spanish titles, the
resources listed here will be an excellent place to begin your search.

A Ray of Light for Hispanic Authors

We speak with our own voices, and HarperCollins knows that. The
publishing house has launched Rayo, a new imprint dedicated to books
"by Latinos and for Latinos." From Pulitzer Prize-winning author Oscar
Hijuelos to Frida Kahlo scholar Hayden Herrera and Renán Almendárez
Coello, better known as "El Cucuy," Southern California's No. 1 Latino
radio personality, Rayo is home to the most resonant Hispanic voices

Hispanic Bibliographies

Dearth of Hispanic Literary Agents Frustrates Writers

Hispanic literary agents have yet to be spotted on the radar screen of
the U.S. publishing world -and their absence restrains creative Latino
expression profoundly. That's the sum of views expressed by Latinas
and Latinos in the business. Orlando Plaza, 28-year-old Neuyorican
poet/writer, vents the common frustration: "Martians on the 'The
X-Files' get more exposure than we do. Finding a Latino agent and
publisher is like finding Waldo." Ron Arias, a senior writer at People
magazine with two published books to his credit, assesses it, "Right
now, we're probably where blacks were some 30 years ago." The bible of
literary agents, Literary Market Place, lists some 525 agencies, all
employing one or more agents. Not one listing carries a Hispanic

Just as barren is the roster of the Association of Authors'
Representatives, Inc. Among its membership of 284, there are zero
Hispanics. "I'm not surprised," says Arte Publico Press publisher
Nicolas Kanellos. Arte Publico, based at the University of Houston
since 1979, produces some 30 hard- and soft-cover books annuaDy,
nearly all written by Hispanics. It is one of the few houses willing
to look at manuscripts not submitted through an agent.

The State of the Market
By Karin Kiser ? September 1, 2004

The Spanish-language book industry in the United States has come a
long way since 2000. Dozens of U.S. publishers have added
Spanish-language titles to their lists. Large wholesalers have
partnered with both international and domestic distributors to expand
their title offerings. Consumer book clubs have sprung up to target
readers directly. Mainstream bookstore chains have expanded their
Spanish-language sections. But there have been plenty of growing pains
as well: fewer bilingual education programs, an overall economic
downturn, budget cuts for a number of public library systems, and
closures of several Spanish-book distributors, imprints, and

According to Llewellyn's Alison Aten, sales of Llewellyn's
Spanish-language titles are up 50% since the publisher started its
program 10 years ago. Even more impressive is the growth at Santillana
Publishing. Director Silvia Matute reports a 54% sales increase of
adult trade titles from 2001 to 2002, followed by another 32% increase
in 2003. Caribe-Betania Editores reports a 20% sales increase over the
last couple of years, while sales grew 18% at Lexicon Marketing,
publisher of the popular Inglés sin Barreras ESL course.

Most publishers interviewed cited the growing Hispanic population as
reason to believe the market for Spanish-language books will continue
to grow over the next five years. However, this growth will continue
only if the rate of immigration from Spanish-speaking countries
steadily increases. Spanish-dominant Latinos are overwhelmingly
first-generation immigrants, studies have shown, whereas the children
tend to be bilingual or English-dominant.

State of the Nation: AAP Calls 2003 The Year of Publishing
for Latinos

The Association of American Publishers is using a special promotion to
bring attention to its declaration of 2003 as "The Year of Publishing
for Latinos." ?

Approximately 48 million units of Spanish language books were sold in
the U.S. in 1999, an 11% increase over 1997, according to a survey by
the National Association of Hispanic Publications. When
English-language books sold to Latinos are included in the mix,
Latinos may account for as much as 10% of the market for books. In
addition, the same survey by the NAHP indicated that the average
Latino book-buying household buys 6.4 adult books and 5.6 children's
books each year, far above the national average of one or two books
per household.

How Big Is the Market 
by Jim Milliot ? November 1, 2001 

Everyone in the publishing industry agrees that the demand for
Spanish-language books is growing and that it promises to be an even
more important market in the years ahead. The signs of growth can be
found throughout the industry: Baker & Taylor reports that sales of
Spanish-language books are up 40% in the year to date; Borders Group
has increased the number of Spanish titles it carries from 5,000 to
30,000 over the course of the last year; and Scholastic reported that
its Lectorum subsidiary, which includes publishing, distributing, and
bookselling, had sales of $10 million in fiscal 2001.

So with all this growth, just how large is the Spanish-language book
market? As is often the case in publishing, there is little hard data
on sales, and industry members are hesitant to make estimates, noting
that any figures would have to include sales through a variety of
channels, something that is difficult to measure. But one study
sponsored by the National Association of Hispanic Publications (NAHP)
estimated that approximately 48 million units of Spanish-language
books were sold in 1999, an increase of 11% over 1997. (Book Industry
Study Group estimated that 905 million total trade units were sold in
the United States in 1999. This number includes all trade books.)

Book Retailing - US - June 2004
Price: £1665 / $2995 / ?2495

About this report
This report covers the book retailing market in the U.S., focusing on
changes that occurred in the last five years, as well as a five-year
market forecast.
Mintel exclusive consumer research explores consumer usage of and
attitudes towards bookstores. Fieldwork was conducted May 2004 among a
nationally representative sample (weighted against the total
population for estimation) of 2,000 adults aged 18 and over.

In 2004, the book retailing business in the U.S. represents an $18
billion industry. The market continues an incremental rise in revenue
despite widespread economic challenges and in spite of the
Internet--online book sales, e-books, and a growing online user
population. The Internet poses the most significant threat to the book
retailing business and to the publishing business, in general. Because
of the impact of Internet file sharing, all of the companies along the
book publishing supply chain have a renewed interest in upholding
copyright laws and in maintaining control of book distribution

***** Look over the table of contents to see the references to the Hispanic market.

Directory of U.S. Public Libraries with Spanish-Language Collections ($99)
Directory of U.S. Publishers of Spanish-Language Books ($59)
Directory of Spanish Book Distributors and Bookstores in the United States ($69)
The Elusive Consumer: Who Are the Readers of Books in Spanish in the
United States? ($1695)
Selling Spanish-Language Books to U.S. Public Libraries ($695)
Selling to the College/University Market ($495)

***** These publications will provide detailed information to help
answer your questions.

What is Críticas?

Críticas: An English Speaker's Guide to the Latest Spanish-Language
Titles is the monthly review of Spanish-language books produced by
Publishers Weekly, Library Journal, and School Library Journal.
Críticas presents an authoritative one-stop source for
English-language reviews of new adult and children?s titles from the
national and international Spanish-language publishing world. It also
covers Spanish-language publishing news as it pertains to U.S.
readers, librarians, and booksellers.

Directory of Spanish-language Publishing

The Críticas team is proud to present the first comprehensive
directory of domestic and international players in the U.S.
Spanish-language publishing market. This unique resource will serve as
an essential guide for companies and professionals currently involved
in or soon to become part of this expanding market. Within one simple
guide, buyers and sellers will find the numerous publishers,
distributors, bookstores, translators, literary agents, cultural
organizations, and trade fairs that make the market tick.

***** This site provides excellent resources for every aspect of the market.

Hispanic Organizations

***** Listing of about 50 organizations. May be useful for exploring
possible target markets.

Books in Print

As the U.S. ISBN Agency, Bowker receives the most authoritative title
and publisher information available.

Leveraging this authoritative information, Bowker offers a wide range
of specialized, and broadly-applicable, reference and reporting
products and services.

***** Bowker offers an exceptional array of products and services.
Check with your library to see if some of the databases (Books in
Print, for example) are available for patron use.

Association of American Publishers (AAP)

The Book Industry Study Group, Inc.

The Book Industry Study Group, Inc. (BISG) is the industry?s leading
trade association for policy, standards, and research. Membership
consists of publishers, manufacturers, suppliers, wholesalers,
retailers, librarians, and others engaged in the business of print and
electronic media.

BISG Publications


***** Some of the publications might be of interest to you. Looking
over the subject headings you will see why it is so difficult to find
the kind of statistics you?re looking for.

Q: What language do hispanics read in?
Q: US market statistics for cookbooks and cooking magazines
Q: Amount of books in the USA and in the world?
Q: What is the average number of copies a Picture Book can sell a year?
Q: sales ot bestselling novelists


Hispanic population reading
Hispanic population literacy
us book market
top us "spanish language" booksellers
us latino OR hispanic book market
multicultural book sales
book published hispanic OR latino authors OR writers
total books published hispanic OR latino literature OR culture
There are no comments at this time.

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