Xerox Magazine - Edition 6 Corporate edition

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LULU’S BEST BOOKS
1 HOW TO START A WEDDING
PLANNING BUSINESS
2 FINDING THE CAN IN CANCER
3 LUCIFERIAN WITCHCRAFT
4 THE ULTIMATE TATTOO GUIDE
5 ACTING FOR IDIOTS
6 THE 21 MINUTE BIBLE
7 HOW TO BECOME AN ALPHA MALE
8 THE GOLDEN GIRLS TRIVIA BOOK
9 LISTEN TO WHAT YOUR KIDS AREN’T
TELLING YOU
10 JFK IS STILL ALIVE
12 XEROXMAGAZINE
thousand people on the planet
will never get published.”
Lulu is the perfect home for
books aimed at extremely niche
markets, such as Richard Brown’s
Replica Watch Report, on how
to spot a fake Omega or Rolex
watch. In championing the
cause of under-serviced authors
and readers, Bob Young has tapped
into a lucrative vein with minimal
risk. Lulu now has over 25,000
different titles on file. The website
is visited daily by over 30,000
prospective purchasers and the
online publisher’s printing partner,
ColorCentric – based in Rochester,
New York State – has three Xerox
iGen3 and four DocuTech 6180
presses producing Lulu titles at
a rate of 40,000 units per month.
ColorCentric is installing
additional Xerox equipment to keep
up with demand. Meanwhile, Lulu’s
turnover is growing by 10 per cent
month-on-month. If current rates
are maintained, total sales of
around €1.7m achieved during 2004
will have soared to €8.5m by the
end of this financial year.
The four-minute book
The average initial print run for a
Lulu title is less than two. At no
point in the process – from the
initial uploading of the manuscript
onto the Lulu website, the transfer
of the file to ColorCentric and its
passage through the Xerox iGen3
digital press to finished format – is
the book touched by human hand.
The average production time
for any book from receipt of file to
finished product is four minutes.