Abstract
Reviewed by: ¡Bienvenidos!: ¡Welcome!: A Handy Resource Guide for Marketing Your Library to Latinos Hope Morrison Byrd, Susannah Mississippi , ¡Bienvenidos!: ¡Welcome!: A Handy Resource Guide for Marketing Your Library to Latinos. ALA/Cinco Puntos, 2005110p Paper ed. ISBN 0-8389-0902-7$20.00 Based upon the successful work being done in public libraries already serving predominately Latino populations, this extremely useful handbook is designed for libraries just beginning to provide services to this growing segment of the population. The text is organized around "five elements to consider when building an effective and comprehensive marketing and outreach strategy whose goal is to actively welcome Latinos," and each chapter focuses on one of these elements: knowledge of the Latino community being served, responsive collection development, library services and programming, outreach and publicity, and access considerations. The chapters are clearly composed and specifically focused on Latino cultures, so that readers gain not just general programming tips but structured recommendations honed from first-hand experience. Several themes echo throughout the guidebook, most notably to not make assumptions about a particular population based on biases and misconceptions but to ask the focal population for input and guidance and involve community members in the development of programs, services, and collections. Existing organizations that are available to provide assistance (e.g. REFORMA, the National Association to Promote Library Services to Latinos and the Spanish-Speaking) are cited throughout, and contact information is included. The second half of this slim volume is devoted to a comprehensive guide to the Spanish-speaking marketplace, including directories of wholesalers and distributors, publishers, audio publishers, and video publishers. This is a must-have resource for public libraries looking to expand service offerings for Latino populations, and it would function effectively as a staff guide for redirecting efforts toward Latino outreach. Copyright © 2006 The Board of Trustees of the University of Illinois
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