Spanish-speaking readers are complex and diverse. Yet, Spanish readers continue to wait for the range of English readers’ choices in digital products. Publishing leaders misunderstand the market when translating English-speaking content into Spanish. Publishing leaders can use these five ways to increase digital publishing products for Spanish language readers.
1.) Know The Audience for Spanish Language Translation
Some publishers see the Spanish language market as one market. Instead, the market is many small ones. There is a difference, for example, between those who speak Spanish at home and those who read Spanish. People born here tend to read mainly in English unless they read Spanish at school. Publishers can use a multichannel approach to reach this market. So, publishers must understand Spanish, Hispanic, and Latino nuances. Still, the time publishers invest in getting to know their audiences will pay off. In 2020, Spanish-language e-books, audiobooks, and subscription platforms posted significant gains.
2.) Make the Platform Accessible
So, publishers with existing e-commerce models thrived throughout the pandemic lockdowns. Publishers can do more than translate content. They can curate Spanish-learning audiobooks, eBooks, and podcasts. Also, publishers can offer subscriptions similar to Kobo and Audible. Besides that, publishers can make the platform culturally specific to meet the needs of the various Spanish markets. Again, the Spanish language market is not one market but several markets. Spain leads, followed by Mexico, then the United States, followed by the rest of Latin America. But, publishers must offer fresh, high-quality digital products to meet each market’s preferences.
3.) Offer Engaging, High-Quality Content for Spanish Language Translation
Publishers fail when they translate a best-selling English-speaking product direct into Spanish. These readers demand fresh, culturally relevant content on trusted platforms. They have difficulty finding content that bridges their culture and represents their lives. So, publishers can amp up their offerings of Spanish digital products. There are many advantages for publishers who offer multiformat, multimedia, and multidevice catalogs. First, digital products are visible. Secondly, publishers set the groundwork to sell products before publishing. Additionally, library lending models add to the portfolio. Publishers can increase Spanish-language educational digital products, such as assessments, textbooks, and resources. Thus, publishers continue to push equity in education for all students. However, leaders must utilize a strategy for the Spanish-speaking market.
4.) Make a Spanish Language Strategy
Leaders cannot realize the profits for their organization by tacking on a Spanish language strategy to the existing one. Publishers need to make a specific digital strategy to meet the needs of Spanish-language readers. Publishers dedicate and produce programs to create digital products for this strategy. Many K-12 and college students are children of, or themselves are, English Language Learners (ELLs). Spanish is the most common home language of ELLs in the United States. So, publishers can offer eBooks, podcasts, and audiobooks that align with state educational standards. Publishers can tweak their approach to be more Spanish-language friendly. Therefore, leaders can acquire books for the US market. They sell these products to familiar accounts such as Amazon and Ingram. Leaders can collaborate with Spanish-speaking natives to create relevant content.
5.) Utilize Professional Translation
Besides that, publishers can use the best translation tools to make fresh, engaging content. Leaders can invest in training their content creation teams on the latest platforms. Also, publishers can partner with Spanish-speaking content creators. Professional translators know how to develop meaningful Spanish digital content. Thus, publishers could rely on professional translation services. Fresh, representative content is more than translating digital products initially-written in English to Spanish. Most importantly, Spanish language speakers understand the cultural nuances, so publishers must make products to match their needs.
In sum, publishers can use these five ways to increase digital publishing product offerings for Spanish-language speakers. This market contains niches with cultural nuances that publishers must understand. Also, publishers must craft a market strategy that addresses each niche. Spanish-language readers seek engaging, high-quality content. Therefore, these readers demand multichannel content in various formats, such as audiobooks and digital downloads. Finally, publishers must be able to identify and use the different content creation tools for making content equivalent when translating from English to Spanish.
