Lulu for Authors: The Truth About Print-on-Demand

About this video

Roberts gives an overview and hands-on proof review of Lulu, founded in 2002, positioning it as an older print-on-demand platform offering global distribution and direct sales. Authors can bring their own ISBN or use a free Lulu ISBN locked to Lulu’s imprint. He lists 16 trim sizes, multiple bindings, gloss or matte covers, and four ink modes, noting only three qualify for global distribution while premium black and white is direct-only. Print global distribution runs through Ingram Book Group to more than 40,000 retailers, libraries, and schools, and requires ordering and approving a physical proof. Ebook global distribution costs a one-time $4.99 fee and typically takes six to eight weeks, while the Lulu bookstore lists immediately. Lulu Direct connects to Shopify, WooCommerce, and Wix for direct sales. He details royalty splits and payout thresholds, notes a dashboard refresh glitch dating to around the 2020 interface update, and reports his proofs arrived in 16 days, two days early. He found the paperback’s color and print quality excellent — better than most KDP paperbacks — while the hardcover’s colors were noticeably muted, though its construction still beat KDP. He concludes Lulu is worth it for quality and flexibility despite higher hardcover costs.

Key takeaways

• Lulu offers 16 trim sizes and four ink modes, but Roberts notes premium black and white is limited to direct sales and only standard black and white, standard color, and premium color qualify for global distribution.
• Print global distribution is handled through Ingram Book Group to more than 40,000 retailers, libraries, and schools, and requires ordering and approving a physical proof first.
• For print sales in the Lulu bookstore, Roberts says Lulu takes 20% of profit (list price minus print cost) and the author keeps 80%; for ebooks in the Lulu bookstore the split is 90% to the author and 10% to Lulu.
• Ebook global distribution carries a one-time $4.99 review fee and typically takes six to eight weeks to appear at retailers, versus immediate listing in the Lulu bookstore with no fee.
• His proof order arrived in 16 days versus 18 projected; he rated the paperback’s color and print above most Amazon KDP paperbacks but found the hardcover’s colors muted compared with the paperback.

Episode details: published September 29, 2025 · 14:46 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dale L. Roberts’s own claims, shared for education — they are not typical or guaranteed.

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