The world’s readers are better off now than they were a month ago.
Why? Because more of them are finding the remarkable works of Lulu authors.
Back in April we expanded the Lulu Marketplace with more than 700,000 traditionally published titles (including works from John Grisham) to bring a bigger audience to Lulu.com. As I explained then, the goal of this and other initiatives we have underway is to help our authors sell more while introducing buyers to a bigger and better world of content.
Some early numbers since we expanded the selection of books available on Lulu.com show the strategy is working:
- Sales of titles by Lulu authors have increased 14% in the days since we added the additional selection compared with the prior period.
- This new and expanding audience benefits Lulu authors, because 60% of the customers who bought a traditionally published title also bought a book penned by a Lulu author.
It might seem surprising that adding more books to the Lulu Marketplace would result in more sales of Lulu-published books, but it is a well-documented phenomenon. It is explained in part by Chris Anderson’s Long Tail theory. The Internet is giving consumers more content choices than ever before, and authors like you can bring your works to your audience more easily than ever before. These converging trends mean that consumers can find books that fit their interests ever more precisely. The result is more total book sales, a growing market that benefits both John Grisham and you.
The statistics above are exciting for me and will be for you, too. We’ve long understood the value of the works that our authors produce — titles on topics as diverse as particle physics and vegan cooking. Now, the rest of the world is discovering the talent and insight of Lulu’s authors and publishers.
In the coming months, we’ll have many other initiatives to bring more buyers to Lulu, and to take your books to more buyers beyond Lulu.com, all with the goal of helping you sell more. Our recently launched FREE Summer Shipping campaign is one example. Another is the ability to set and manage your very own discounting strategies, coming this summer.
John Grisham sells tens of millions of copies of every book he writes. Seems only fair that he and his publisher, Random House, should be willing to share that success with all of the aspiring writers and next-generation publishers who are using Lulu to bring their knowledge, expertise and remarkable stories to the world.
On behalf of all of our authors: Thanks, John.
Founder and CEO of Lulu, as well as one of the founders of Red Hat, Bob is a consummate entrepreneur.