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October 2004 ¡Sí Se Puede! 1 Cuesta MultiCultural Consulting
Welcome/Welcome/BienvenidosBienvenidos
¡Sí Se Puede! ¡Sí Se Puede! Selecting Spanish Books for Selecting Spanish Books for
Adults Adults
Texas State Library Workshop SeriesTexas State Library Workshop SeriesOctober 2004October 2004
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 2
IntroductionsIntroductions
Find a partnerFind a partner Introduce yourself/your libraryIntroduce yourself/your library What is your biggest challenge in What is your biggest challenge in
selecting Spanish-language selecting Spanish-language materials?materials?
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 3
Agenda/ObjectivesAgenda/Objectives
Agenda overview/logistics Agenda overview/logistics ObjectivesObjectives
Learn how to reach out to Latino Learn how to reach out to Latino customers customers
Learn to select and build a Spanish-Learn to select and build a Spanish-language collectionlanguage collection
Learn to work effectively with Learn to work effectively with distributorsdistributors
Learn to market the collectionLearn to market the collection
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 4
Our Environment TodayOur Environment Today
PositivePositive TrustingTrusting OpenOpen SharingSharing
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 5
Why Is It Important to Why Is It Important to Provide Spanish-Provide Spanish-
Language Materials?Language Materials? Texas Spanish speakers grew more Texas Spanish speakers grew more
than 51% from 1990than 51% from 1990 31% Texas population speak 31% Texas population speak
language other than English at homelanguage other than English at home 6 million people in Texas speak 6 million people in Texas speak
SpanishSpanish 86% also speak English very well86% also speak English very well 14% speak English less than well14% speak English less than well
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 6
Benefits of Providing Benefits of Providing Spanish-Language Spanish-Language
MaterialsMaterials To communityTo community
Bilingualism as a personal and societal assetBilingualism as a personal and societal asset Friendly, welcoming gathering placeFriendly, welcoming gathering place Decreases sense of isolationDecreases sense of isolation
To libraryTo library Build library supportBuild library support Fulfill library missionFulfill library mission Build reputation as vital information Build reputation as vital information
resourceresource
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 7
Building Support Building Support
Educate/inform library administrationEducate/inform library administration Get philosophical commitment Get philosophical commitment Include in library’s strategic plan/missionInclude in library’s strategic plan/mission PrioritizePrioritize Develop specific goals and action plansDevelop specific goals and action plans Plan for the long termPlan for the long term Inform/involve staffInform/involve staff Report, document, evaluate, adaptReport, document, evaluate, adapt
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 8
Exercise 1: Answering Exercise 1: Answering the Tough Questionsthe Tough Questions
See pg. 2 in supplemental materialsSee pg. 2 in supplemental materials Why are you buying Spanish-language books? Why are you buying Spanish-language books?
“They” need to learn English. “They” need to learn English. Why are you wasting money buying fotonovelas. Why are you wasting money buying fotonovelas.
They are not appropriate materials for the They are not appropriate materials for the library to buy. library to buy.
Why is staff attending community meetings and Why is staff attending community meetings and fairs? They should be at the desk serving the fairs? They should be at the desk serving the public.public.
What term is appropriate to use—Latinos, What term is appropriate to use—Latinos, Hispanics, Mexicans, Chicanos?Hispanics, Mexicans, Chicanos?
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 9
Spanish-Language Spanish-Language Collection Collection
Development/ManagemeDevelopment/Managementnt Planning and decision-making Planning and decision-making
process that relates collection to process that relates collection to community bycommunity by Assessing/prioritizing community needsAssessing/prioritizing community needs Evaluating present collectionEvaluating present collection Developing a selection policyDeveloping a selection policy Developing weeding/resource sharing Developing weeding/resource sharing
policiespolicies Evaluating impact on communityEvaluating impact on community
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 10
Goals in Selecting Goals in Selecting Spanish-Language Spanish-Language
MaterialsMaterials Connect LATINO COMMUNITY to Connect LATINO COMMUNITY to
the information resources they the information resources they NEED (The Why)NEED (The Why)
Develop POLICY for selecting most Develop POLICY for selecting most important resources to meet important resources to meet community needs (The What)community needs (The What)
SELECT most important resources SELECT most important resources for your Latino customers (The How)for your Latino customers (The How)
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 11
Who Are Your Latino Who Are Your Latino Customers?Customers?
Diversity of diversityDiversity of diversity Country of originCountry of origin Length of residence in USLength of residence in US Facility with English languageFacility with English language Educational levelEducational level Economic levelEconomic level Level of acculturationLevel of acculturation Understanding of public libraryUnderstanding of public library
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 12
Exercise 2: Who Are Your Exercise 2: Who Are Your Latino Customers?Latino Customers?
See pg. 3 in supplemental materialSee pg. 3 in supplemental material How does each factor relate to your How does each factor relate to your
community?community? What impact does this have on What impact does this have on
selecting Spanish-language selecting Spanish-language materials for your library?materials for your library?
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 13
What do Your Latino What do Your Latino Customers Need?Customers Need?
Selection process begins with Selection process begins with identifying community needs (The Why)identifying community needs (The Why)
Assessing community needs is the most Assessing community needs is the most effectiveeffective Planning techniquePlanning technique Outreach techniqueOutreach technique Marketing techniqueMarketing technique Evaluation techniqueEvaluation technique Collection management techniqueCollection management technique
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 14
Benefits of Needs Benefits of Needs AssessmentsAssessments
Inform Latinos about the libraryInform Latinos about the library Develop knowledgeable customersDevelop knowledgeable customers Incorporate Latino perspectiveIncorporate Latino perspective Stimulates creativityStimulates creativity More responsive to LatinosMore responsive to Latinos Connect library to Latino issuesConnect library to Latino issues Begins word-of-mouth marketingBegins word-of-mouth marketing Validates the Latino customerValidates the Latino customer
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 15
Needs Assessment Needs Assessment TechniquesTechniques
Community leader interviewsCommunity leader interviews Focus groupsFocus groups Community forumsCommunity forums
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 16
Exercise 3: Assessing Exercise 3: Assessing Community NeedsCommunity Needs
See pg. 4 in supplemental materialsSee pg. 4 in supplemental materials Have you conducted a Latino Have you conducted a Latino
community needs assessment?community needs assessment? When?When? How?How? What did you learn?What did you learn? How did you use the results?How did you use the results? What other techniques do you use to What other techniques do you use to
identify community needs?identify community needs?
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 17
Benefits of Using Benefits of Using Community LeadersCommunity Leaders
Easiest to do — low resource Easiest to do — low resource requirementsrequirements
Dealing with people who know Dealing with people who know governmentgovernment
Leaders have community trustLeaders have community trust
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 18
Community Leader Community Leader Interview ProcessInterview Process
Identify community leadersIdentify community leaders Set up interviewsSet up interviews Conduct interviewsConduct interviews Analyze/summarize informationAnalyze/summarize information Develop preliminary responseDevelop preliminary response Set up follow-up interviewsSet up follow-up interviews
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 19
Identifying Community Identifying Community LeadersLeaders
See Community Resources, See Community Resources, pgs. 5-6 in supplemental materialpgs. 5-6 in supplemental material
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 20
Sample Process for Sample Process for Community Leader Community Leader
InterviewInterview See pg. 7 in supplemental materialSee pg. 7 in supplemental material
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 21
Asking People What the Asking People What the Library Can Do For Them…Library Can Do For Them…
Is good public relationsIs good public relations It is NOT needs assessmentIt is NOT needs assessment
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 22
Interview QuestionsInterview Questions
Keep focus on the customer, not the Keep focus on the customer, not the librarylibrary
Show interest in the communityShow interest in the community Ask questions about problems, Ask questions about problems,
needs, barriersneeds, barriers Demonstrate you want to be part of Demonstrate you want to be part of
the solutionthe solution See pg. 8 in supplemental materialSee pg. 8 in supplemental material
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 23
Issues in Interviewing Issues in Interviewing Community LeadersCommunity Leaders
11stst interview begins relationship interview begins relationship 22ndnd interview shares findings and interview shares findings and
ideasideas 33rdrd interview asks for marketing interview asks for marketing
supportsupport
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 24
Exercise 4: Woodland Exercise 4: Woodland Interview DataInterview Data
See pgs. 9-14 in supplemental See pgs. 9-14 in supplemental materialmaterial
What did you find important, What did you find important, different, interesting?different, interesting?
Summarize/prioritize the Summarize/prioritize the community’s needs.community’s needs.
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 25
Spanish-Language Spanish-Language Selection PolicySelection Policy
Policy relates the collection to the Policy relates the collection to the communitycommunity
Policy is a blueprint for making Policy is a blueprint for making selection decisions selection decisions
The What of selectionThe What of selection
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 26
Exercise 5: Criteria for Exercise 5: Criteria for Selecting Spanish-Selecting Spanish-
Language MaterialsLanguage Materials See pg. 15 in supplemental materialSee pg. 15 in supplemental material Discuss if/how you apply each Discuss if/how you apply each
criteria in selection?criteria in selection? Are there differences/challenges in Are there differences/challenges in
how you apply criteria in selecting how you apply criteria in selecting Spanish vs English materials?Spanish vs English materials?
How have you adapted or responded How have you adapted or responded to these differences/challenges?to these differences/challenges?
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 27
What’s Different About What’s Different About Spanish-Language Spanish-Language
Publishing?Publishing? Small print runs Small print runs Quality of binding/paperQuality of binding/paper Language differencesLanguage differences
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 28
Exercise 6: Selection Exercise 6: Selection Policy for Spanish-Policy for Spanish-Language MaterialsLanguage Materials
See pg.16 in supplemental materialSee pg.16 in supplemental material Using the Woodland Public Library Using the Woodland Public Library
data draft elements/statements that data draft elements/statements that should be part of their Spanish-should be part of their Spanish-Language Selection Policy Language Selection Policy
How does/would your Spanish-How does/would your Spanish-Language Selection Policy differ?Language Selection Policy differ?
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 29
Review and Selection Review and Selection ToolsTools
The How of selectionThe How of selection CríticasCríticas Distributor/vendor catalogsDistributor/vendor catalogs Conferences/local book fairsConferences/local book fairs Guadalajara Book FairGuadalajara Book Fair Monterrey Book FairMonterrey Book Fair
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 30
Issues in Selecting a Issues in Selecting a DistributorDistributor
Services offeredServices offered Distributor perspectives/prioritiesDistributor perspectives/priorities Reliability/flexibilityReliability/flexibility Exclusive distribution agreementsExclusive distribution agreements Use a variety of vendorsUse a variety of vendors Develop personal relationshipDevelop personal relationship
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 31
From the Distributor’s From the Distributor’s PerspectivePerspective
Most significant challenges Most significant challenges Most significant gapsMost significant gaps Changes you would like from Changes you would like from
customercustomer Fill rateFill rate Distinguishing characteristicsDistinguishing characteristics
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 32
About Core Collections…About Core Collections…
See pg. 17 in supplemental material See pg. 17 in supplemental material for Spanish-language Collection for Spanish-language Collection CategoriesCategories
CríticasCríticas Sample vendor listsSample vendor lists
Bilingual PublicationsBilingual Publications Santa Fe Books CorporationSanta Fe Books Corporation
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 33
About TranslationsAbout Translations
Fluency in both languagesFluency in both languages Ability to communicate meaningAbility to communicate meaning Regional vs. standard SpanishRegional vs. standard Spanish
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 34
About FotonovelasAbout Fotonovelas
Vastly popularVastly popular Somewhat controversialSomewhat controversial Essential to collectionEssential to collection Wide variety of content matterWide variety of content matter
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 35
About Magazines and About Magazines and NewspapersNewspapers
Strong tradition in Mexico and Latin Strong tradition in Mexico and Latin AmericaAmerica
Help Latinos keep up with what’s Help Latinos keep up with what’s happeninghappening
Appeal to specific Latino interestsAppeal to specific Latino interests
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 36
About Films, Videos, About Films, Videos, DVDsDVDs
Quarterly Spanish Buyers Guide of Quarterly Spanish Buyers Guide of videos and DVDs (videos and DVDs (www.midwesttapes.comwww.midwesttapes.com))
Videographies for Latin America, Videographies for Latin America, Mexico and Caribbean (Mexico and Caribbean (www.lib.berkeley.edu/MRCwww.lib.berkeley.edu/MRC))
Madera Cinevideo (Madera Cinevideo (www.spanishmultimedia.comwww.spanishmultimedia.com))
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 37
About Books on TapeAbout Books on Tape
www.audiolibrosdelmundo.comwww.audiolibrosdelmundo.com www.recordedbooks.comwww.recordedbooks.com (about 45 (about 45
titles)titles) www.librossinfronteras.comwww.librossinfronteras.com (about (about
200 titles)200 titles) www.spanishaudios.comwww.spanishaudios.com (Spanish- (Spanish-
language self- help)language self- help)
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 38
About Latino MusicAbout Latino Music
www.billboard.comwww.billboard.com (top Latin (top Latin Albums chart)Albums chart)
www.grammy.com/awards/latin_grawww.grammy.com/awards/latin_grammymmy (complete nominations list) (complete nominations list)
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 39
Providing AccessProviding Access
Placement of collection Placement of collection Vendor cataloging and processing Vendor cataloging and processing
services services Spanish-language subject heading Spanish-language subject heading
toolstools Bilindex at www.floricantopress.comBilindex at www.floricantopress.com
Web access Web access Reforma.org for list of public library Reforma.org for list of public library
Spanish web pagesSpanish web pages
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 40
Principles of SuccessPrinciples of Success
Integrate library into heart and soul of Integrate library into heart and soul of communitycommunity
Establish mutual awareness and trustEstablish mutual awareness and trust Connect library to community issues Connect library to community issues
and needsand needs Help community overcome fear and Help community overcome fear and
mistrust of governmentmistrust of government Involve the entire libraryInvolve the entire library
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 41
Marketing Spanish-Marketing Spanish-Language CollectionLanguage Collection
Started with needs assessment Started with needs assessment processprocess
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 42
Word-of-Mouth Word-of-Mouth MarketingMarketing
Tightly related to social networksTightly related to social networks You must know who is in the social You must know who is in the social
networknetwork Penetrate through community Penetrate through community
leadersleaders
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 43
Best Techniques for Best Techniques for Word-of Mouth Word-of Mouth
MarketingMarketing Promote among local community Promote among local community
leadersleaders Hold special event within community Hold special event within community
tailored to their needs and intereststailored to their needs and interests Work with Spanish-language mediaWork with Spanish-language media
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 44
Role of Spanish-Role of Spanish-Language MediaLanguage Media
Reaches 89% of Latino communityReaches 89% of Latino community 51% prefer Spanish-language radio to 51% prefer Spanish-language radio to
EnglishEnglish 43% prefer Spanish-language TV, radio 43% prefer Spanish-language TV, radio
stations or programsstations or programs 23% prefer Spanish-language newspapers23% prefer Spanish-language newspapers 89% watched TV, listened to radio or read 89% watched TV, listened to radio or read
newspapers tailored to their culture and newspapers tailored to their culture and interestinterest
Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 45
Working With Spanish-Working With Spanish-Language MediaLanguage Media
Build personal relationshipsBuild personal relationships Support the communitySupport the community Make a link with their issuesMake a link with their issues
October 2004 ¡Sí Se Puede! 46 Cuesta MultiCultural Consulting
¡Muchas Gracias!¡Muchas Gracias!