Lulu, one of pioneers of the new millennial self-publishing era, now facilitates the creation of e-books with its free EPUB converter. The converter allows authors to remake their work created with popular word processing formats into sellable EPUBs – the most widely adopted format that eReaders use.
This latest development is right on time. According to Mediabistro, the Association of American Publishers reports that eBook sales rose 160% for the first half of this year alone. It makes sense that authors would ride this new technological wave. However, as any authors – or “creators”, as Lulu calls them – who have tried can tell you, formatting a document for electronic publication can be quite the challenge.
Enter Sarah Gilbert, Lulu’s Director of Sales. Gilbert spreads the word about self-publishing in general and Lulu in particular at seminars, speaking opportunities like one recently held at Manassas’s Garden Writer’s Association annual conference, and television appearances. Lulu, says Gilbert, is a one-stop shop where, “with a few clicks of a button, authors, publishers, businesses, educators, and developers alike can publish their content for free and sell through a growing network of retail channels like the [Apple] iBookstore and Barnes and Noble’s Nook.”
Like its competitors, for example Smashwords and Amazon.com's Kindle Direct Publishing, Lulu allows authors to set the price of their work. Unlike their competitors, Lulu offers a 90/10 revenue split for eBooks – the best in the industry, according to Gilbert. “With our eBook and print-on-demand technologies, everything a creator needs is available in an easy, affordable publishing solution.”
The free EPUB converter, which Lulu launched late September, is the latest of these technologies. The reason for it is evident. “As industry eBook sales continue to double year over year, there is little denying the vast opportunities eBooks bring authors to reach new readers and markets,” Gilbert explains. “EPUB formatted eBooks happen to be the most universally accepted file format for e-reader devices in today’s market. If authors want to sell in places like the iBookstore and Barnes and Noble’s Nook, they need an EPUB. By providing our customers with the latest and greatest industry tools, we can ensure they are able to take advantage of these great new opportunities.”
Nonetheless, the pros of Lulu’s EPUB converter come along with some cons. Lulu’s eBook availability is limited to the iBookstore and Nook. Owners of Amazon.com's Kindle, the most dominant eReader to date, are shut out. Gilbert offers hope that this will change. “Lulu is designed so that an author can upload their works once, and if they’ve selected their works to ‘sell everywhere,’ then every time we add a channel, their works will automatically be distributed to the new markets and made available to new readers everywhere,” she says. “We’re hard at work every day making sure we’re bringing authors all the best opportunities to sell more books.”
Additionally, though Lulu has solved the distribution conundrum that has plagued self-published authors with eBooks, marketing still remains another other thorny issue. Gilbert says that Lulu looks to help solve this problem in two ways. “One is through educating our authors and equipping with them with the tools they need, and the other is with our optional publicity services. We’ve created an entire knowledge-base for our customers to use for all their publishing needs. And, there is always a Lulu specialist a click away – happy to help with a free consultation.”
Innovations like the EPUB converter make Lulu friendlier for unknown authors. However, traditionally published authors are availing themselves of Lulu’s offerings – namely John Edgar Wideman, Cory Doctorow, and Warren Ellis. They have switched to Lulu, because, per Gilbert, of “the better control they have over their content and the better connection they have with their audiences.”
And there’s more to come. Bob Young, Lulu’s CEO and founder promises more exciting developments on the horizon. About which Gilbert remains mum. “Far be it from me to steal any of Bob’s thunder,” she states. “We’ll leave that one at a friendly: ‘Stay Tuned.’”
Comments