CONTENT QUALITY AND QUALITY OF FORM AS PREDICTORS OF BOOK SALES PERFORMANCE OF EDUCATIONAL PUBLISHERS IN SOUTHWESTERN NIGERIA

The publishing industry plays a crucial role in knowledge dissemination and educational development, yet many publishers struggle with sub-optimal sales performance. This study examines the impact of content quality (which refers to the intellectual and academic value of a book) and quality of form (which encompasses the book’s physical and visual appeal) on the sales performance of educational publishers in Southwestern Nigeria. A descriptive survey research design was employed, drawing on data from publishing firm managers, sales representatives, and school administrators who are key decision-makers in textbook adoption. A combination of quantitative and qualitative methods was used to analyze the relationship between these variables. The results indicate that both content quality and quality of form significantly influence book sales performance (p < 0.05), but quality of form exhibits a stronger significant relationship with sales performance (t = 3.89, p < 0.05). In other words, attributes such as book layout, paper quality, binding, and aesthetics were found to be critical determinants of consumer preferences and adoption decisions. The study recommends the need for publishers to improve both content depth and physical presentation of their books to remain competitive. The findings further suggest that while content quality ensures curriculum alignment and pedagogical relevance, quality of form drives consumer appeal and marketability. Consequently, strategic investment in production quality, regular content revisions, and improved material standards are recommended to enhance the competitiveness and sustainability of educational publishers.