The Chief Executive Officer of Extension Publications Limited and a prominent member of the Nigerian Publishers Association, Chief Sunday Omoniyi Obiyinka, has made history as the first individual to earn a Doctor of Philosophy (PhD) in Publishing and Copyright Studies from the University of Ibadan, Nigeria.
He is the second person in Nigeria to achieve this distinction, following Professor O.A. Okwilagwe, who earned his Ph.D in Publishing from Stirling University, Scotland, over two decades ago.
Dr. Obiyinka’s recently defended doctoral thesis, titled: “Production Quality, Professional Commitment, and Marketing Strategies as Determinants of Book Sales Performance of Educational Publishers in Southwestern Nigeria,” was completed under the Department of Library, Archival, and Information Studies, specifically within the Publishing and Copyright Unit.
Supervised by Associate Professor, Dr. Clement Adeniyi Akangbe, Obiyinka’s research offers fresh insights into the factors that influence book sales performance among educational publishers in southwest Nigeria
The thesis highlights the critical role of production quality — content and form — and the professional commitment of sales representatives in driving book sales.
Contrary to traditional views, the study found that marketing strategies had a lesser impact on sales performance.
Key takeaways from the study included:
•Strong Sales Despite Challenges, which indicate that educational publishers in Southwestern Nigeria maintained high sales performance due to the exceptional quality of their books.
•Professional Commitment Gaps, which noted that sales representatives showed emotional attachment to their roles but lacked a deep organizational commitment, which may pose long-term challenges for workforce stability.
•Adoption of Technology which said that publishers have effectively utilized technology to reduce costs and improve customer satisfaction, ensuring competitiveness in the market.
And
•Production Quality and Commitment as Sales Drivers which indicated Production quality and professional dedication were found to be the main drivers of sales, while marketing strategies had a more limited impact.
In his recommendations for the industry, Dr. Obiyinka advised publishers to strengthen logistical and promotional support for their sales teams, enforce rigorous quality control at all production stages, and enhance staff welfare to boost professional commitment.
He also encouraged greater adoption of modern technology to complement traditional marketing methods.
A landmark contribution of Dr. Obiyinka’s research to the field is the underscoring of the critical importance of production quality and staff commitment in achieving sales success, while downplaying the role of marketing strategies alone.
His findings offer a practical framework for educational publishers seeking to improve internal processes and enhance sales performance.
As the CEO of Extension Publications Limited and a leader in the Nigerian publishing industry, Dr. Obiyinka’s work represents a significant contribution not only to academia but also to the publishing industry.
His status as the first University of Ibadan Ph.D. graduate in Publishing and Copyright adds to the significance of this research, which promises to influence the future of educational publishing in Nigeria.
