http://janariess.religionnews.com/20....9oTPGeLB.gbpl
This is the virtuous cycle. Mormons (especially the likes of myself) go to the store and buy up OUP books on Mormonism and drive up their sales far higher than most academic books. In response to sales, Oxford agrees to publish more and more books on Mormonism. Scholars of Mormonism thereby gain prestige through tacking on the OUP brand to their work, and gain a wider scholarly audience. That leads to more Oxford publications on Mormonism.