Description: Spanish-language bookstores
Founder: Rueben Martinez, 65
Location: Lynwood and Santa Ana, California
2005 projected sales: $2.5 million
http://www.latinobooks.com
Shear Joy: Martinez loved that customers were interested
in the books in his Santa Ana barbershop and gladly lent them out.
As his collection grew from two to 200 volumes, Martinez opened a
bookstore inside the barbershop in 1993, carrying mostly
Spanish-language books and the translated classics of Tolstoy and
Dostoevski.
Book Smarts: In 1999, Martinez changed locations to focus
exclusively on his bookstore. His mission is to ignite a passion
for reading in others: "The Latino population is growing so
fast, our community needs to read, to digest more words."
Word-of-Mouth: His literary involvement grew with
speaking engagements at conventions in both the United States and
Mexico, a seat on the board of directors of CrÃticas
and a live program called El Club de Libritos on Univision.
He is also co-founder of the Latino Book & Family Festival, an
event promoting literacy, culture and education. In September 2004,
The John D. and Catherine T. MacArthur Foundation, a private
grant-making institution, awarded his activism with a $500,000
grant.
Spreading the Wealth: Martinez opened the Lynwood store
in 2003 and plans to expand to 25 bookstores by 2012. He hopes to
increase enthusiasm for literacy in cities with large Hispanic
populations by hosting popular guest readers, author signings and
showcasing Hispanic art in his stores. "Are we going to get
rich?" asks Martinez. "Absolutely not, but we are already
rich in the heart."
