Lulu
Lulu is a well-known self-publishing platform that provides independent authors, businesses, and educators with the tools needed to create, publish, and distribute printed and digital books. With a global reach, affordable printing options, and a range of distribution channels, Lulu has become a go-to option for many indie authors looking to self-publish professionally. In this article, we will explore Lulu’s history, services, costs, advantages and disadvantages, and how indie authors can use it to benefit their publishing business.
Brief History of Lulu
Lulu was founded in 2002 by Bob Young, a Canadian entrepreneur known for co-founding Red Hat, a major player in open-source software. Young saw a gap in the publishing industry, where authors often struggled to find opportunities outside of traditional publishing houses. Lulu was created to offer a more accessible and affordable means for authors to print and distribute their books without needing an agent or publisher. The company is headquartered in Raleigh, North Carolina, and has since grown into a globally recognized self-publishing platform.
Location and Global Reach
Lulu operates primarily online but has printing and distribution partnerships worldwide. While its headquarters are in the United States, its services are available globally, allowing authors from various countries to publish and distribute their works in multiple formats and regions. Through a network of printers and distributors, Lulu enables authors to sell books through its online store, Amazon, Barnes & Noble, Ingram, and other major book retailers.
Main Services and Products
Lulu offers a variety of services and products for self-publishing authors. These include:
1. Print-on-Demand (POD) Services
Lulu allows authors to print physical copies of their books only when an order is placed, reducing upfront costs and eliminating the need for inventory management.
2. eBook Publishing
Authors can create and distribute eBooks through Lulu’s platform, with distribution to major eBook retailers like Apple Books, Amazon Kindle, and Kobo.
3. Distribution Services
Lulu provides extensive distribution options, enabling books to be sold through Lulu’s store, online retailers, and brick-and-mortar bookstores via Ingram’s distribution network.
4. Custom Printing
Lulu offers a variety of book formats, including hardcover, paperback, coil-bound, and saddle-stitched books. Authors can customize trim sizes, paper quality, and cover finishes.
5. ISBN and Copyright Support
Lulu provides free ISBNs for authors who wish to distribute their books, ensuring they are recognized in retail and library systems.
6. Marketing and Branding Tools
Lulu offers promotional services such as social media marketing, press release distribution, and author website creation.
7. Lulu Direct
This service allows authors to sell books directly from their own websites, keeping more profits and bypassing third-party retailer fees.
Costs Associated with Lulu
Lulu’s pricing structure varies depending on the type of book, format, and distribution method chosen. Below are some of the key costs to consider:
1. Printing Costs
Lulu calculates printing costs based on the book’s page count, paper type, binding, and trim size. Authors can use Lulu’s pricing calculator to estimate costs.
2. eBook Conversion and Distribution Fees
Lulu does not charge upfront fees for eBook publishing, but it takes a percentage of sales revenue from distributed books.
3. ISBN Costs
Lulu offers free ISBNs, but authors can also use their own if they prefer.
4. Marketing Services
Optional promotional services range from free to several hundred dollars, depending on the level of assistance needed.
5. Lulu Direct and Website Integration
There may be costs associated with setting up Lulu Direct, especially if using an external e-commerce platform.
Pros and Cons of Using Lulu
Pros:
- No Upfront Costs: Authors can publish and distribute books without significant initial investment.
- Print-on-Demand: No need for bulk printing or storage.
- Wide Distribution Network: Books can be sold on major retail platforms and bookstores.
- Customization Options: Authors can choose from a variety of book formats and finishes.
- Lulu Direct: Enables direct sales with higher profit margins.
- Free ISBNs: Simplifies the publishing process for new authors.
Cons:
- Higher Printing Costs: Lulu’s print-on-demand pricing may be higher than bulk printing.
- Limited Customer Support: Some users report delays in customer service responses.
- Revenue Sharing: Lulu takes a percentage of sales from distributed books.
- Marketing Services Can Be Costly: Optional promotional services may not always offer a strong return on investment.
How Indie Authors Can Leverage Lulu for Their Publishing Business
Indie authors can maximize Lulu’s services to build a sustainable publishing business in several ways:
1. Start with a Low-Cost Approach
By using Lulu’s print-on-demand services, indie authors can minimize financial risks by avoiding large upfront costs associated with traditional printing.
2. Utilize Lulu Direct for Higher Profits
Selling books directly through an author’s website using Lulu Direct can increase earnings by eliminating third-party retailer fees.
3. Take Advantage of Free ISBNs and Distribution
Authors can publish books with a free ISBN and distribute them to multiple platforms without additional investment.
4. Offer Multiple Formats
Providing both print and digital editions can increase readership and revenue opportunities.
5. Use Customization Options to Stand Out
Unique trim sizes, binding styles, and finishes can make an indie author’s book more visually appealing to buyers.
6. Implement Strategic Marketing
Using Lulu’s marketing services, as well as personal promotional efforts such as social media, email lists, and author websites, can boost visibility and sales.
7. Expand Distribution
Listing books on major platforms like Amazon, Barnes & Noble, and Apple Books increases exposure and sales potential.
Conclusion
Lulu is a powerful tool for indie authors looking to self-publish without the constraints of traditional publishing. With its print-on-demand services, wide distribution network, and author-friendly pricing model, Lulu offers a flexible and accessible way to publish books globally. While there are some drawbacks, such as higher printing costs and limited customer support, the benefits outweigh the challenges for many authors. By strategically using Lulu’s services, indie authors can grow their publishing businesses and reach a wider audience while maintaining creative control over their work.