The challenge of marketing books to Hispanic readers…
Book advertisers traditionally spend about 80% of their advertising budgets on print (magazines and newspapers). While print is definitely an important component when advertising Spanish-language books, many book publishers feel that their campaigns need a more social/cause-related approach than general market book campaigns. Reed Press, which plans to launch a Spanish-language imprint this spring, is looking at an ad campaign that combines print advertising and grassroots efforts.
...an “Nclusive” approach.
In response to book publishers' demands for grassroots Hispanic advertising, Spier New York, a full-service marketing agency that specializes in publishing, and Equals Three Communications, Inc., an expert in social and cause-related marketing, have joined forces to launch Nclusive Communications, LLC. Nclusive will help clients in publishing and other consumer sectors (e.g. Kraft) to reach multicultural markets. It has offices in New York and Washington>DC, as well as a field office in Baltimore. Spier clients include Bantam-Dell, Doubleday/Broadway, St. Martin's Press, Penguin Group USA and Rodale. “We will do more than simply translate print ads. Our marketing in Latino communities will be socially relevant. It will require the support of print advertising, but print will not be the main thrust of the campaigns,” Annie Hayward, strategic coordinator at Spier-New York tells Portadatm. Spier New York will offer Nclusive Communications' services to its existing publishing clients who have Spanish-language imprints.
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