MIAMI, FL—(HISPANIC PR WIRE)–May 2, 2003–More than one hundred people attended Dr. Camilo Cruz’ presentation in New York’s Barnes & Noble/Chelsea, the first author’s appearance to be offered there in Spanish. Families, businessmen, and students turned out for Dr. Cruz’s seminar based on his book, La Parábola del Triunfador – Cartas a mi hijo. The author of more than twelve personal and professional development books, Dr. Cruz thoroughly understands why life skills titles are the best sellers among Hispanics.
What do we know about our Hispanic community as consumers? The Hispanic population is 36 million and growing; the market size for Spanish-language books in 1999 was $400 million dollars; purchasing power by U.S. Latinos exceeds $450 billion per year. Behind each of these numbers, behind every dollar spent and book bought, there is a human being with goals, fears, needs and expectations. And those issues determine what he or she wants to read and buy.
La Parabola, A Parable on Success – Letters to My Children, is a beautiful story of success, perseverance and self-esteem that parents and children can read and discuss together. One couple, like many other participants, attended because they know that Dr. Cruz’s works teach habits and steps based on ‘action and attitude’ that encourage individuals to take full responsibility for their own success.
The couple, from Guerrero, Mexico, brought their two children to the presentation. Still in search of their own American Dream, they came to tell Dr. Cruz that his books motivate them to stay committed to their plans to provide Alejandra and Erik with greater opportunities in the U.S. Understanding this common thread, the issues that motivate the readers, is the key to doing a better job of choosing what to publish, how to market it and where to sell it.
Barnes & Noble will be a key player in bringing both non-fiction and fiction titles in Spanish to the Hispanic market. “Our store will have one of the largest Spanish-language collections in the city. We’re pleased that Dr. Cruz’s presentation, the first in a series by Latino authors, was so well received by the community,” said store manager Karen Catalanotti. “We look forward to an ever-growing relationship between the Latino community and Barnes & Noble/Chelsea.” It looks like they’re starting a trend.
Taller del Éxito, Inc.