Floricanto Press     

Foyer and Conference Room

Floricanto Press, Inc., founded in 1982, is dedicated to promote Latino discourse, thought and culture through a premier publishing program of Fiction and Non-Fiction books and digital products by and about the Latino/ Hispanic population and culture for the general, academic, educational, and the Hispanic markets in the United States and abroad. Our titles include books and e-books on literature, plays, poetry, popular reading materials, and children’s materials, reference materials (dictionaries and thesauri), history, psychology, and social sciences, educational, professional, ESL; books in English, English-Spanish bilingual, and Spanish. Floricanto Press is dedicated to building long-term relationships with customers and resellers through quality products, training and customer support, and has been recognized as a leading Hispanic publishing endeavor in the US and abroad.

Inter American Development, INC. is the exclusive distributor of Floricanto Press, to the retail and wholesale business publishing concerns. Inter American accepts orders by fax, phone, e-mail, and post to our mailbox and payments by credit cards, checks, and wire transfers. All individual orders must prepaid. Make checks payable to Inter American Development.



Latino Publishing

Hispanic publishing in the United States is best described as a multitude of small niches. Although this is also true of traditional publishing, such as Cooking, Gardening, Psychology, Fiction, and many other subjects, Latino publishing does not have the economy of scales of the general market. The niches are rather small, and sometimes unprofitable. What makes Latino/Hispanic publishing so unique, and distinct from traditional publishing? First, there is language divide among Spanish, English language, and bilingual readers. There two distinct markets in the U.S. between Spanish and Latino/English readers. The Spanish market is small. It is mostly dominated by large, traditional Spanish and Mexican publishers who export their books to the United States. Their investment and publishing efforts do not occur with the U.S. market in mind, but rather as an extension of their national and local demands. Sadly to say, the growing Spanish speaking population in the United States, caused mostly by immigration from Mexico and Central American countries, come with very low educational backgrounds and are not frequent readers. Now, the Latino English and bilingual book market is also a small market. English reading Latinos read mostly books in English, not necessarily Latino books. Thus, Latino publishing houses serve Latino authors who are mostly new and unknown—most of them are new writers—and there is no given demand for them, as for well-known writers, including Latino ones. The latter prefer to publish with traditional houses, rather than small Latino presses.

The big challenge for Latino presses is to cross over to traditional markets. The Latino/Hispanic market will continue to challenge small publishers who provide opportunities to new writers for years to come. Latino publishers often dream of that one title, which will provide the rewards for all the efforts made. Second, the size and scales of the markets are the heart of the problem. The Spanish and Latino markets are relatively miniscule compared to the traditional book market. What constitute a bestseller in the Spanish market and what is the print run of a regular book (non-bestseller)? In the Spanish market, mostly served by imports from Spain and Mexico, a bestseller generally is at best about 30,000 copies. A normal print run is not more than 5,000 copies. Of course, there a few titles which defy these conditions, but not generally. The Spanish market has one bright spot, the children’s book market. Spanish and English speaking readers are interested in buying early-readers Spanish books. However, the juvenile book market is very small, almost non-existent and it is dominated by imports. Spanish adult fiction and non-fiction are mostly an import market. Few presses have attempted to do it and have been unsuccessful at it. Another bright spot in the Spanish market is the school and college driven curriculum for Spanish and Latin American literature. This market is mostly served by imports. Once more as for the Spanish market, Latino Children’s books in English, like the character Dora, is a great success of traditional publishing with the help of mass marketing and heavy investment, not available to small Latino publishers. A bright spot in the English language Latino market, again, is the college-driven market to meet mostly Latino literature courses. The size of the English Latino market is very small print-runs often do not exceed 5,000 copies. Thirdly, the answer to the original question, why we do it, is not simple. Publishing has always been effort where there is commitment and love for the culture and trade.

I remember my grand daughter asking a fisherman on his fishing boat in Half Moon Bay, California, why do you do it? The fisherman looked briefly at the sky scratching his head, reflecting for a few seconds and searching for words, then retorted “It’s not for the money. It is a way of life . . .”

Similarly, Latino publishers, if I could generalize, have a greater commitment to the preservation of the Latino/Hispanic culture than to profit. Thus, our slogan below."

Por nuestra cultura hablarán nuestros libros." "Our books shall speak for our culture."