Future of Latino Book Market Promising According to the Institute of Latino Studies at the University of Notre Dame, 1 out

of 6 residents in the U.S. is Latino. By 2050, Latinos are expected to account for over 25% of our population. With these numbers, it would be logical to assume that the Latino book market is blooming. However, this isnt the case. In fact, the Latino book market is currently at a plateau. The book market in general is being dramatically affected by the recession, says Roberto Cabello, editor and publisher of Floricanto Press. According to Leticia Gomez, senior agent at Savvy Literary Services, an agency specializing in Latino books, the market was flourishing until the economic downturn hit. Every wellestablished conglomerate traditional publisher had its own imprint dedicated to publishing English and Spanish books penned by a wide spectrum of Latino authors, she says. As the economy continued its downward spiral, these imprints were among the first to go so the number of books geared toward the Latino market being published did in fact decline. Although the Latino book market is now at a standstill, Gomez believes once the economy improves, the demand for these types of books will start to climb again and there will be a phenomenal increase in the number of Spanish and English e-books being published in the next decade. Same rules, different sensibilities As far as the quality and mechanics of writing go, theres no difference between writing a Latino book and a mainstream book. The same rules and high standards apply. After all, a well-crafted story is a well-crafted story. Books written for a Latino audience, however, deal with subjects or address issues that are of special interest to this demographic and must be written in a compelling cultural voice that will strike a chord with Latino readers. At least one protagonist is Latino and the language is often bilingual. The cultural symbols, such as customs, traditions, values and other aspects of social life are Hispanic. As Cabello suggests, Every novel becomes an anthropological case study to certain extent, because we are dealing with a different culture, a different group. Current trends Womens fiction and literary novels seem to be the most popular genres with readers and publishers, followed by romance and crime novels.

Latina readers love sinking their teeth into a well-written romance novel full of sexual tension while their male counterparts are more prone to pick up mystery and suspense thrillers, says Gomez. Since family is extremely important to Latinos, compelling family dramas are always welcomed with open arms. Teresa Carbajal Ravet, owner of Dulce Bread & Book Shop, a multicultural bookstore, concurs with Gomez on the popularity of womens fiction. Yet, she points out that bilingual childrens books appear to be a growing trend. More and more new, young parents are asking for bilingual editions of childrens books to begin their childrens learning of second languages, she says. In the nonfiction category, self-help books seem to be in high demand. 21st century Latinos really want to improve their lot in life, says Gomez. They are concerned about their health more than ever so they crave to read health and diet books. They want to advance in their careers and climb the corporate ladder so naturally business-related books are of great interest to them. Latina women are interested in reading books about how they can improve their relationships and be more organized. Agents, editors, and readers are hungry for all kinds of Latino books, says former Simon & Schuster editor Marcela Landres, literary consultant and publisher of the award-winning ezine, Latinidad. The issue is less the genre and more that not enough Latino writers have strong platforms and/or polished manuscripts that are ready to be put into production today, she says. Curiously, there are few Latino authors penning horror, fantasy and sci-fi novels. The publishers Based in the University of Houston and founded in 1979, Arte Pblico Press is the nations largest publisher of contemporary and recovery literature by U.S. Hispanic authors. It publishes about 30 titles a year, including childrens and young adult books under its imprint, Piata Books. We are looking for fiction and non-fiction books, and children's literature K-12 based on authentic Latino experience in the United States, in either English or Spanish, says founding director Nicols Kanellos. We do launch new writers, but the major part of our list comes from well-seasoned writers. Arte Pblico considers unsolicited/unagented manuscripts via its online submission form. Another premier publisher catering to the Hispanic market, Floricanto Press was founded in 1982 and averages 14 titles annually. We are interested in biographies, womens studies, history, literature, Sephardic writings, and childrens manuscripts, says Cabello. The press accepts unsolicited/unagented submissions in English and Spanish via email. Detailed guidelines can be found on their website.

Launched in 2001, Raven Tree Press releases 8-10 titles a year in both hardcover and paperback in a variety of formats including bilingual and English-only. It publishes childrens books with Latino characters and themes, as well as books with universal appeal and diverse characters for an increasingly multicultural society. We are always looking for heart-warming, family-oriented stories with a message, says Jeannie Patchin, Vice President. We are excited when we find well-written, socially and culturally positive stories that will not only entertain, but also showcase significant issues including personal growth, self-esteem, environmental health and respect for all living things. Patchin is seeking stories that can be developed into a series. She invites authors to visit the website for submission guidelines. Some big publishers have editors committed to acquiring the work of Latino authors. Atria Books, an imprint within Simon & Schuster, Inc., launched in April 2002. In the past year, Atria published about 98 original titles in hardcover and trade paperback, plus 83 trade paperback reprints. Vice-president and senior editor Johanna Castillo has a solid record for publishing Latino books. Shes looking for historical, commercial and womens fiction, thrillers, inspirational memoirs and self help. Im drawn to plots that are clearly and cleverly defined. The characters also must be well developed, unforgettable and well researched, she says. Established in 1986, Thomas Dunne Books, a division of St. Martins Press, publishes an average of 175 titles a year in a variety of genres. I hope to discover new Latino authors and to develop the existing talent out there, says Toni Plummer, editor and author of The Bolero of Andi Rowe. I want Latino readers to be able to find more and more literature by and about Latinos. Plummers personal list averages 20 titles annually, most of them hardcovers. She acquires mostly crime fiction, so shes constantly on the lookout for good mysteries. Shes also interested in womens fiction, commercial or literary. I love funny, contemporary novels, as well as sweeping, heart-wrenching family epics, she says. Other houses publishing Latino-themed books include Grand Central Publishing, Chicago Review Press, Bilingual Review Press, Curbstone Press, University of Texas Press, Lee & Low, Cinco Puntos Press, and Momotombo Press. Stereotypes While Latino book editors and agents look for compelling Hispanic voices and themes that will resonate with audiences, some are weary of stereotypes often depicted in novels, such as the uneducated housewives, the immigrants, the maids, the machista gang members and drug dealers, and the sexy, voluptuous Latinas. According to Landres, it is the Latino writers who seem to perpetuate these stereotypes, not the agents or editors. The world does not need another novel written by a college-

educated, middle-class Latino featuring a Latino protagonist who is uneducated and poor, she says. She points out that most of the novels that perpetuate stereotypes have not sold well, but they keep getting published because Latinos keep writing them. Agents and editors cant publish the unwritten, she says. Gomez would like to see these types of characterizations a thing of the past. She believes Latinos are moving up in the world and should be depicted as such. She hopes to see Latinas portrayed as CEOs of their own companies or brilliant nuclear scientists. On a personal level, I would love to read about a Latino James Bond or Bill Gates, she says. The horizon The future looks promising for the Latino book market, says Gomez. Now that it has hit rock bottom, there is no place for it to go but up. Indeed, even though the market isnt booming at the moment, the horizon looks bright. Theres still a lot of ground to break, a lot of talent to be discovered, and a growing audience, says Plummer. Im optimistic about the future of the Latino book market. Perhaps the best news lies in the fact that most editors and agents who specialize in this market have a strong commitment to discovering and showcasing the work of emerging Latino writers and to the preservation of Latino culture. Author: Gomez is a perfect addition to the Ascendant team. Working in the publishing industry since 1993, she has authored and published two books, edited numerous English and Spanish manuscripts, and worked as a literary translator. As head of Savvy Literary, one of the largest minority-oriented publishing firms, Gomez has distinguished herself as an agent who is able to communicate effectively with the authors that she is representing.