The Javits Center was busy today as BookExpo 2005 got into full swing with the first full day of programming and exhibits. One of the programs held today was targeted at librarians as well as booksellers. The program, The Best Way to Get Latinos into your Bookstore or Library, was a big draw, with a show of hands revealing that the majority in the room were librarians.
The program was led by Carmen Ospina, Senior Editor, “Criticas” and also featured Sylvia Villalobos Everitt, Book Marketing Manager, hastings; Teresa Mlawer, Lectorum Bookstore, New York City; and Yolanda Bonitch, Principal Outreach Librarian, New York Public Library. Via an informal discussion, the group provided tips for how libraries (and bookstores) can market their products and services, or even just make the library or bookstore more appealing to their Latino community.
Speakers recommended the following:
*Know your audience when you are organizing events. The various Latino communities in a given service area may be of different heritages. Libraries should do thorough demographic research and then act accordingly.
*It is important to know and make use of holidays that are important to the Latino community
*Be aware of your library’s signage and where you place it. Libraries can use signage and placement to attract Latinos and let them know that the library carries books or offers services in Spanish.
*Make sure all signage is bilingual. Goal is to make Spanish speaking patrons feel as comfortable as possible and to achieve this libraries should ensure that Latino patrons see something that makes them feel welcome. Placement of Spanish collection is important. Place it near signage that idenfies it.
*Make sure signage for Spanish collection is as attractive and visible as English.
*Put together a Spanish-language flyer that advertises everything the library offers for Spanish patrons.
*Highlight popular books with notations in Spanish.*Arrange special events like storytimes for children in Spanish.
*Post (in conspicuous locations) the times that bilingual staff members will be available.
*Speakers have found that they get a lot of return on radio advertising – Latino themed stations.
*To attract as many persons as possible, combine informational programs with entertainment.
*Arrange for Spanish speaking storytellers.
*Invite community agencies that can or do provide services to the Latino community to exhibit at a resource fair. Provide refreshments. 2-3 hours. Promotional flyer in Spanishg.
*Draw the children in with crafts – like making small gifts for their parents.
*Remember to stock bilingual books.
*Arrange for library programming on subjects like how to get a job, immigration,
health issues, how to understand and work with schools, homework, etc.
*Encourage Latino parents to read to their children in Spanish as well as English.
(l-r) Sylvia Villalobos Everitt, Teresa Mlawer, Carmen Ospina, and Yolanda Bonitch
