Print-on-Demand is the Perfect Solution for Selling Backlist Titles
In the traditional publishing and bookselling world, there are new books (the ones authors have published in the last year or so) and everything else.
That everything else has historically been called a ‘backlist.’ This is a simple way for publishers to think about how they invest their marketing for their most popular authors. The front list gets a lot of attention, while the backlist not so much. These are books that are still in print, meaning the publisher still has copies printed and warehoused, but they get very little promotion or marketing.
For the most popular authors, backlist titles are still printed regularly and line bookstore shelves. Particularly when that author has a new book out—readers just discovering that author's new book will naturally gravitate toward their backlist, too. But even authors not featured on bookstore shelves can successfully sell their backlist titles…whether or not their books are still in print.
Why Backlist Titles Matter
The answer, I’m happy to report, is simple. Money.
NPD reports that nearly 67% of all books sold in 2020 were backlist titles. That’s two out of every three books sold!
Think about it from the perspective of a reader. You’ve got a new love of epic fantasy. So you browse the bookstore shelves and see a big new book by Brandon Sanderson on its own display. There are dozens of copies. The dude is obviously a popular author who just released something new.
Do you buy his most recent release (the final book in a five-book series)? You could, but I assure you, most of it wouldn’t make any sense. You’re more likely to buy one of Sanderson’s backlist titles to get a taste for his writing before you dive into a five-book series.
Backlist titles face a very specific problem, though: unpredictable demand coupled with the cost of maintaining inventory. If the backlist book sells well, the publisher might have to order another print run. And if it’s only selling a few copies, the stock might run out, and the publisher opts not to order more.
However, there’s a practical, cost-effective solution that allows modern authors to keep their backlist books alive and thriving for years to come: Print-On-Demand (POD).
What is Print-on-Demand?
Print-on-Demand is a modern publishing technology that digitally prints books to order. That means individual books can be custom printed, and quantities can be precisely controlled. Unlike traditional offset printing, which requires large print runs to be cost-effective, POD minimizes your risk by producing books individually or in small quantities.
Key Features of Print-On-Demand:
- Zero Upfront Cost - You only pay to print and ship books as you need them.
- Zero Inventory - No need for mass printing or stocking warehouses. Books are printed as orders come in.
- Fast Turnaround - Orders are fulfilled quickly, so you can meet customer demand efficiently.
- Reduced Waste - Gone are the days of unsold copies taking up storage space or being discarded.
The Benefits of Print-On-Demand for Backlist Titles
Whether you’re an author, a publisher, entrepreneurs, or a business, using your backlist titles to continue to earn revenue is a terrific idea. Combining those older books with POD can eliminate the costs and risks of offset printing and automate the sales and fulfillment process.
1. Cost-Effectiveness
One of the biggest hurdles to keeping backlist titles in circulation is the financial cost of bulk printing and storage. With POD, those costs disappear. While POD is great for fast turnaround on short-run orders, the best way to manage your backlist is to simply print and ship the individual book when it's ordered.
The cost to print a single book will be higher. But you won’t have to concern yourself with storage fees, logistics, and additional shipping costs. With Lulu’s direct sales options, you can sell directly to your customers from your own website and build the printing cost into the price.
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2. Effective Inventory Management
One of the most challenging and risky parts of offering your backlist books is the inventory management. Order too many books, and you’ll be saddled with storing them for years. Or you may even have to destroy them if the book isn’t selling well.
The alternative is equally difficult: if you don’t order enough books, you’ll risk missing out on potential sales.
Keeping backlist titles in stock is a logistical headache. POD completely eliminates that stress. Books are always available because they’re printed as needed. This alone makes it possible to list every single book you have in your backlist with no fear of wasting time or money.
3. Wider Accessibility for Customers
Accessibility might not be obvious, but if you’re selling books from a warehouse or fulfilling orders yourself, you might be limited to where those books can ship. Lulu’s global print network allows us to route orders based on the book and the customer’s location.
That opens the door to new markets.
This is also a chance to revive a book that has been out of print for a while. Maybe a new cover or foreword will entice readers. Or you could offer a digital ebook for your readers with accessibility challenges, ensuring your book is available to the widest possible range of customers.
4. Eco-Friendly and Sustainable Printing
Beyond financial and logistical benefits, print-on-demand is a more sustainable approach to publishing. By reducing waste and avoiding excessive printing, POD helps you be more environmentally conscious without sacrificing the quality and efficiency your business needs.
Lulu, in particular, takes our commitment to environmental awareness very seriously. Since 2016, we’ve been a Certified B Corp, using that standard to hold ourselves accountable for ensuring our printers use safe, recycled materials.
How to Get Started with Print-on-Demand
Using POD for your backlist titles doesn’t need to be complicated. In fact, our amazing videographer managed to cover the entire thing in 1:08 seconds.
The process entails three major steps, with several smaller pieces you’ll need to see to.
- Create print-ready PDFs for your books
- Set up a Lulu account and upload your books
- Connect your Lulu account to your website and create product listings
For the less simplified, detail-heavy version, I suggest reading some of our guides. Lulu also offers free templates to help you get the specifications for your books just right.
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The Future of Backlist Titles with POD
The publishing world continues to change and shift. The era of publisher-led publishing is slowing down, and print-on-demand technology is returning control to entrepreneurs like you.
Whether you’re a small business owner, indie publisher, or content creator, print-on-demand brings greater efficiency, sustainability, and access to new markets. Don’t think of backlist titles as a sunk cost; with the right approach, they can become a long-term asset that continues to generate value.
