#selfpub

Basically there are a number of elements that go into self-publishing with a print-on-demand service. For some publishers, there’s a “setup fee” which doesn’t really set anything up, it’s just there to be a fee, everything is done by computer on the back end. Traditionally, Lulu has not charged a setup fee. Smashwords used to charge $50, but Draft2Digital currently waives it. I was heartened by that because the setup fee was keeping me from migrating, since I can afford $50 but I balk at knowing I’m paying them $50 for nothing. 

Next is the cost of printing -- what it costs the company in paper, ink, machinery, labor, etc, to just make a book with no profit. Lulu’s price calculus isn’t super clear and I’ve never bothered looking at what the breakdown is, because they’re pretty up-front -- they tell you in the process of setting the book up how much it’ll cost. In this case, a 140-page 6x9 trade paperback, no frills, which is how all my books are printed, is $5. Draft2Digital doesn’t tell you the flat price anywhere but they do offer the breakdown information; it costs $1.22 flat plus $0.0133 per page. So, for a 140 page book, the at-cost is $3.08. So far so good. 

Now, if you’re going to sell through Lulu, the “at cost” is the minimum price. You won’t make any money but you CAN charge just $5 for a $5 book. Any pricing above that is your cut. So -- let’s price this 140 page trade paperback at $13-$15. That’s a bit high to be honest but let’s just see. At Lulu, your take is roughly $6-$8 based on those prices, because you’re just dropping out the cost of printing from the retail price. 

At Draft2Digital, the same 140-page trade paperback, which remember is quoted as costing roughly $1.20 less to print than Lulu charges, gets you $2.75-$3.50 in royalties per book.

....wait, what? 

So now we need to sidetrack a little but I promise it’s for a reason. One of the motivations for looking into a change to Draft2Digital is that I didn’t like that Lulu was setting higher “minimum prices” than I was accustomed to -- they would tell me the book only cost $5 to print but require me to sell it for $12 or similar, and I couldn’t work out why. I’m an idiot but the penny did finally drop: it’s because when you distribute them outside of Lulu (say, on Amazon or Barnes & Noble or similar) your royalties drop like a stone. $7 in royalties purchased through Lulu comes out to like twenty-five cents purchased through Amazon. So Lulu forces you to price the book at a point where you even GET royalties and don’t end up weirdly owing Amazon money. The “global distribution” is what’s driving that minimum up. 

So in price-quoting a competitor I actually solved the problem with Lulu. 

Which is good, because the fun doesn’t stop there. If you want a proof copy of a book from Lulu, it’s the at-cost of the book, plus tax, plus postage. Buying a proof copy of this book from Lulu would cost me $11. Lulu makes you order a new proof copy every time you make a change, which is shady, but usually I only need to make 1-2 changes across the life of a book, so at most the cost will probably be $35 and for that I’ll get three copies of the book. Draft2Digital doesn’t give you an option. If you want a proof pre-publication, it’s $30 flat. If you want to publish and then buy a copy you can, but you can only make one change to the book every 90 days once it’s published. If you want to make more than one change, it’s $25 every time you upload a new version of the manuscript within that 90 day period.

So Draft2Digital’s books cost less to print but they take a massive cut of your royalties out of the retail cost of the book. If the book costs $3 to print, and I price it at $15, that’s $12 in profit on the book. Of that $12, however, I only receive $4. Draft2Digital literally wants 2/3 of my royalties per book. They want $20 more than Lulu to send me a proof copy. If I need to correct the proof, the correction is free, but I’m assuming the second proof will also cost me $30. Any changes after that, within 90 days, will cost $25 plus $30 for a new proof.

Which means my upfront costs at Lulu are about $35 per published book; to do the same thing at Draft2Digital is between $60 and $105 depending on whether I need to make changes after the second proof copy. And even after that, my royalties at Lulu are just about twice what they would be at Draft2Digital per purchase. 

So, well, Lulu it is. And the problem I was having with Lulu is solved if I decide to just retail through Lulu rather than selling globally. Which...selling globally has done two things that I’m aware of:

1. Fucked up my author page so badly on Amazon that one of my books is still attributed to Kathleen Starbuck, and one of her books is for sale on my author page. 

2. Raised the minimum price I’m allowed to set my books at by like, 40%. 

So I think probably what’s going to happen is going forward my books will be for sale only on Lulu. I can still assign them ISBNs and they still will ship worldwide, and the prices will fall significantly. My deepest apologies to those of you who have paid an artificially inflated price for the last few books; I’m going to fix that going forward, I’m going to go in and try to fix it retroactively in the books that are already on Lulu, and if it’s any consolation at least the cash came to me, and TWO THIRDS OF IT didn’t go to Lulu. 

It’s gonna take me a little time, untangling Lulu’s relationship to other retailers is tricky, but eventually the Shivadh Omnibus and Twelve Points should come down significantly in price, and there ought to be a dollar or two drop for the older books as well.