Finding international books is also much easier in the age of the Internet. Younger readers (the article talks about people under 35) might be savvier at researching and exploring books from different cultures.

That said, the sales of Tombs of Sand, which eventually won the Booker prize, had had a sales of just five hundred books before it was nominated. It had twenty-five thousand books sold in the nine months since. Maybe we are talking about a really small market and like the article suggested, awards embracing translations make the biggest difference.