Authors, readers and publishing industry experts lament the underrepresentation of Hispanic stories in the mainstream world of books but have found new ways to elevate the literature and resolve misunderstandings.
“The stories now are more diverse than they were 10 years ago,” said Carmen Alvarez, a book influencer on Instagram and TikTok.
Some publishers, independent bookstores and book influencers are pushing past the perception of monolithic experience by making Hispanic stories more visible and discoverable for book lovers.
The rise of online book retailers and limited marketing budgets for stories about people of color have been major hurdles for increasing that representation, despite annual celebrations of Hispanic Heritage Month from Sept. 15 to Oct. 15 in the United States. There’s been a push for ethnically authentic stories about Latinos, beyond the immigrant experience.
“I feel like we are getting away from the immigration story, the struggle story,” said Alvarez, who is best known as “tomesandtextiles” on bookstagram and booktok, the Instagram and TikTok social media communities. “I feel like my content is to push back against the lack of representation.”
Latinos make up roughly 20 percent of the U.S. population, according to Census data. But the National Hispanic Media Coalition estimates that Latinos represent only 8 percent of employees in publishing, according to its Latino Representation in Publishing Coalition created in 2023.
Brenda Castillo, the coalition’s president and CEO, said it works directly with publishing houses to highlight Latino voices and promote their existing Latino employees.
The publishing houses “are the ones that have the power to make the changes,” Castillo said.
Some Hispanic authors are creating spaces for their work to find interested readers. Award-winning children authors Mayra Cuevas and Alex Villasante co-founded a book festival and storytellers conference in 2024 to showcase writers and illustrators from their communities.
“We were very intentional in creating programming around upleveling craft and professional development,” Cuevas said, “and giving attendees access to the publishing industry and, most importantly, creating a space for community connection and belonging.”
Villasante said the festival and conference allowed them to sustain themselves within the publishing industry, while giving others a road map for success in an industry that isn’t always looking to mass produce their work.
“We are not getting the representation of ourselves,” Villasante said. “I believe that is changing, but it is a slow change, so we have to continue to push for that change.”
Resistance encountered
New York Times bestselling author Silvia Moreno-Garcia, a Mexican Canadian novelist known for the novels “Mexican Gothic” and “The Daughter of Doctor Moreau,” is one of the few Hispanic authors who has been able to break into the mainstream. But she said it wasn’t easy.
Moreno-Garcia recalled one of her first publisher rejections: The editor complimented the quality of the story but said it would not sell because it was set in Mexico.
“There are systems built within publishing that make it very difficult to achieve the regular distributions that other books naturally have built into them,” Moreno-Garcia said. “There is sometimes resistance to sharing some of these books.”
Cynthia Pelayo, an award-winning author and poet, said the marketing campaign is often the difference maker in terms of a book’s success. Authors of color often are left wanting more promotional support from their publishers, she said.
“I’ve seen exceptional Latino novels that have not received nearly the amount of marketing, publicity that some of their white colleagues have received,” Pelayo said. “What happens in that situation (is) their books get put somewhere else in the bookstore when these white colleagues, their books will get put in the front.”
Hispanic Heritage Month, however, helps bring some attention to Hispanic authors, she added.
Independent bookstores remain persistent in elevating Hispanic stories. A 2024 report by the American Booksellers Association found that 60 of the 323 new independent bookstores were owned by people of color. According to Latinx in Publishing, a network of publishing industry professionals, there are 46 Hispanic-owned bookstores in the United States.
Online book retailer Bookshop.org has highlighted Hispanic books and provided discounts for readers during Hispanic Heritage Month. A representative for the site, Ellington McKenzie, said the site has been able to provide financial support for about 70 Latino bookstores.
