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The Latino population, currently 37.4 million people, is 13.3% of the U.S. population. To serve this growing audience, libraries with increasing Hispanic populations are seeking information and guidance to create relevant collections and services. ¡Bienvenidos! ¡Welcome! by Latino marketing expert Byrd is a convenient, expert handbook to these resources.

Growing from the leadership initiative of 2004-5 ALA President Carol Brey-Casiano, this groundbreaking guide supplies the necessary tips to help librarians:

Build a knowledge base about their local Hispanic community Learn about cultural distinctions between groups Develop a collection that reflects the needs of the community Create programs, services, and activities relevant to their interests Generate enthusiasm with outreach targeted to Latinos Provide comfortable and easy access to the library

To create a comprehensive marketing and outreach strategy that will attract diverse Latino audiences, Byrd suggests ways to gain knowledge of your Latino community through interviews, surveys, and advisory council. Librarians will also learn what collections and programs have been successful in other libraries with a large base of Spanish language users, as well as tried and true methods to gain knowledge about their local Hispanic community. Thirty-four context-based resources provide the starting point to access specialized information.

Public and school librarians without the cultural background to serve this growing populace, can count on ¡Bienvenidos! ¡Welcome! as a resource guide to welcoming Latino customers to their library.

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School Library Journal Review

This clearly written guide covers everything from survey analysis to access and outreach to collection development, and offers practical solutions and suggestions in refreshingly concise language. Byrd includes resources, services, government agencies, projects, professional organizations, etc., making this title a valuable addition to libraries and organizations that are initiating programs directed toward diverse Latino populations. For those already providing services, it includes a convenient list of suppliers for Spanish-language materials in all formats.-Rosa Hamilton, City of Mesa Library, AZ (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.