Lulu's costs are far higher than those of print-on-demand shops; if I kept my MSRP at current levels, my cut would be even less than it is now selling direct, though slightly more than if I sold my regular print products through Consolidation and Distribution. (I should note that with Key20 going under, there is now only a single Consolidator in the industry! Obviously, it is difficult for them to make any money these days, as well)
Going through Lulu wouldn't solve any problems, as it still wouldn't get me in game stores. Sales would not grow that significantly, as unlike DTRPG/RPGNow, Lulu is not dedicated to RPGs, but is instead a vast mix of all kinds of printed products, and so not a destination for gamers. The customer would still have to find out about it through my website or word of mouth, so why give Lulu a cut, let alone a greater cut, if they aren't providing any service I can get elsewhere cheaper?
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James Mishler
Main Man, Adventure Games Publishing
jamesagp1@gmail.com
http://adventuregamespublishing.blogspot.com/
http://jamesmishler.blogspot.com