Publishing houses looking to expand market share through translation and publishing as much foreign language content as they can, which then leads other publishing industry people like book sellers and other publishing industry firms to do the same.
If a big publishing house in Salt Lake City publishes a novel in Portuguese, they are publishing the content in their foreign language sector. But this also tells agents, bookstores and even publishing houses in Brazil to translate more English books into Portuguese. This is what the publishing industry calls translation publishing.
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