Othuke Ominiabohs: Revolutionizing Nigerian Publishing

Published by

Jeremiah Ayegbusi

Othuke Ominiabohs, once an English teacher, has become a pivotal figure in Nigeria’s literary landscape. His journey began after a near-death experience, he thought of his four unpublished novels. “My biggest regret was I was going to die, and no one would see my work,” says Ominiabohs. He got better, which led him to self-publish his novels. Realizing the market gap for fresh African narratives, Ominiabohs founded Masobe Books, one of Nigeria’s fastest-growing independent publishers.

A Personal Battle and a New Beginning

Diagnosed with kidney failure, which was later treated with a transplant, Ominiabohs channeled his personal struggles into his literary pursuits. His first novel, “Odufa: a Lover’s Tale,” not only marked his entry into serious writing but also set the stage for his publishing venture. Initially, he toured Nigeria with his books in his car, visiting bookshops and organizing readings to sell his work. Within a year, “Odufa” sold 2,000 copies, and the demand for more was evident.

Filling the Market Gap with Masobe Books

Masobe Books, named from the Isoko phrase meaning “let us read,” was born out of Ominiabohs’s realization that established publishers were more focused on reprinting Western titles than promoting local talent. His company aimed to bridge this gap, focusing on new, original Nigerian writing. The response was overwhelming; Ominiabohs found himself not just selling books but also mentoring other aspiring writers.

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Growth and Impact

Masobe Books has experienced significant expansion. Last year, in 2024, it managed to sell almost 60,000 copies across 41 different titles, a sharp increase from the 28,000 copies of 28 titles sold the previous year in 2023. This year, the founder, Othuke Ominiabohs, anticipates selling at least 80,000 copies, aiming to add to the over $1 million in earnings from the past four years.

This growth highlights the increasing demand for literature in Nigeria, where options have traditionally been scarce, according to Ominiabohs. He shares, “When we launched our initial print run, other publishers recommended a modest print of no more than 200 copies, arguing that ‘books don’t sell here.’” But Ominiabohs disagreed, saying, “My own experience told me otherwise.” Consequently, they printed 1,000 copies of several titles, which completely sold out within six months, demonstrating a clear market for these books.

Expanding Horizons

While Masobe Books distributes international hits by Nigerian authors within Nigeria, its heart lies in promoting original content. The themes of their books reflect Nigeria’s diverse regions, from the fantastical narratives from the insurgency-hit north to the historical and romantic tales from the west. Titles like “The Incredible Dreams of Garba Dakaskus” and “The Mechanics of Yenagoa” have become popular, providing insights into everyday Nigerian life that were previously underrepresented.

Beyond Nigeria’s Borders

Masobe Books has not limited its influence to Nigeria alone. It has secured distribution deals in Kenya, Ghana, and South Africa, showcasing its commitment to a broader African literary community. Additionally, some of its titles have been optioned for film, marking a significant cultural export.

Building a Literary Ecosystem

Ominiabohs’s strategy involved fostering relationships with bookshops across Nigeria, expanding to unconventional outlets like pharmacies, and emphasizing quality content to drive word-of-mouth recommendations. His efforts earned him the title of Literary Person of the Year in 2024 by Brittle Paper. Despite the challenges of funding and logistics, the success of Masobe Books illustrates a model of resilience, innovation, and community in the Nigerian publishing scene.

Othuke Ominiabohs’s story is a testament to the potential within Nigeria’s literary market. H. He challenges old narratives and creates new ones that resonate with readers at home and across Africa. His work isn’t just about publishing books; it’s about building a culture where African stories are told by Africans, for Africans, and for the world.

Jeremiah Ayegbusi

Jeremiah Ayegbusi is an economist and former Academic Officer of the Nigerian Economic Students Association, Redeemer's University Chapter (NESARUN). He analyzes economic news and conducts research for long-form analysis, leveraging his strong academic foundation and passion for insights.