- Eliza Randall
- 0 min read
BookBaby VS Lulu Publishing
Table of Contents
When it comes to self-publishing, choosing the right service can be the difference between your book’s success and it getting lost in the crowd. With so many options, it’s essential to know exactly what each company offers—and what they don’t.
In this article, we take a closer look at two major players in the self-publishing world: BookBaby and Lulu Publishing. We’ll break down their services, pricing, and overall performance, giving you a straightforward view of which platform best aligns with your goals, budget, and publishing ambitions. Whether you’re after a one-stop shop or just need global distribution, we’ve got you covered with the insights you need to make a smart, informed decision.
Key Differences
- Range of Services: BookBaby offers comprehensive, all-in-one publishing services, including professional editing, design, and marketing, while Lulu provides a more flexible, budget-friendly platform focused on DIY book creation and distribution.
- Pricing Structure: BookBaby requires upfront investment with packages starting at $1,090, whereas Lulu allows free entry with costs only for additional services and printed copies.
- Royalties: BookBaby allows authors to keep 100% of their royalties, while Lulu offers high royalty rates of 80% for print books and 90% for eBooks.
- Support: BookBaby provides personalized support through a dedicated publishing specialist, while Lulu offers a variety of online resources and customer support, requiring more independence from the author.
| FEATURE |  |  |
| ⭐ Customer Experience | 4.5 stars | 3.9 stars |
| 💸 Affordability | Packages starting from $1090 | Free to start – costs for additional services |
| 💯 Primary Focus | Comprehensive, All-in-One Publishing Services | Distribution |
| ⏳Production Speed | 8 weeks | Approximately 6-8 weeks, can vary based on services and distribution |
| 🏢 Marketing Services | Ads for Authors Program | No Marketing Services |
| 🌎 Distribution | 60+ Channels (Amazon, Barnes & Noble, Walmart, etc.) | Global distribution, including Amazon and Barnes & Noble |
| 🧑💻 Support | Personal Production Manager | Detailed guides, calculators, and customer support |
Overview of BookBaby
Founded in 2011, BookBaby has established itself as a leading self-publishing platform, dedicated to providing authors with the tools and support needed to publish and distribute their work independently. The mission of BookBaby is to empower writers by offering comprehensive, high-quality publishing services.
BookBaby offers various services, including manuscript preparation, professional editing, book design, formatting, in-house printing, and distribution and marketing options. They are designed to be a one-stop for authors, ensuring that every step of the publishing process is covered.
BookBaby’s packages start at $1,090 for the basic Express package. While BookBaby is renowned for its extensive support, many authors find it expensive, particularly as additional services such as editing come at an extra cost.
BookBaby has garnered a high Trustpilot rating of 4.5 stars, reflecting the positive experiences and satisfaction of numerous authors who have used their self-publishing services.
BookBaby – Key Features
BookBaby focuses on providing a full suite of professional publishing services as well as in-house printing, and distribution. Marketing services are available in higher-tier packages, alongside metadata optimization.
- Editing Services
- In-House Printing
- Marketing Services
- 100% Royalties
- Design Services
- Dedicated Support
- Distribution to 60+ companies
Does Not Offer
- Audiobook Services
- Copyright Protection
- Editing Not Included in Basic Packages
Overview of Lulu
Lulu Publishing, established in 2002, offers a different approach to self-publishing compared to BookBaby. Lulu’s platform is designed with flexibility and affordability in mind, making it an attractive option for authors who are more hands-on or who may already have certain production aspects completed.
Unlike BookBaby, Lulu is free to start, with authors only incurring costs for additional services or when ordering printed copies of their books. This can be particularly beneficial for authors on a tight budget or those who are experienced in aspects like formatting and cover design. Lulu’s strength lies in its print-on-demand (POD) services and its ability to offer high royalty rates—80% for print books and 90% for ebooks—allowing authors to maximize their earnings.
However, Lulu’s focus on affordability means that it lacks some of the more comprehensive production tools that BookBaby offers. Authors using Lulu may need to invest more time and effort into preparing their manuscripts, as the platform does not provide extensive support services like marketing or professional editing.
Lulu Publishing – Key Features
- Free to Use: No upfront costs for book creation and distribution.
- High Royalties: Authors retain a significant percentage of profits (80% for print, 90% for eBooks).
- No Minimum Orders: Flexibility to print as few or as many copies as desired.
- Global Distribution: Access to major retailers and online stores, along with print-on-demand options.
Does Not Offer
- Basic Production Tools: Limited tools for formatting, cover design, and proofreading, requiring authors to handle these aspects themselves.
- No Marketing Services: Authors are responsible for their own promotion, as Lulu does not provide extensive marketing support.
- Complex Platform: The platform can be challenging for new users to navigate, and there have been reports of inconsistent print quality.
Comparing Affordability
When it comes to affordability, both platforms present unique cost structures that cater to different types of authors.
BookBaby Pricing
BookBaby offers three main packages, each with varying levels of service:
- Express Package ($1,090): Includes 25 softcover books, eBook conversion, and distribution, but lacks services like cover design and marketing.
- Complete Package ($2,190): Adds professional book cover design and interior formatting but still excludes marketing and copyright services.
- Deluxe Package ($2,890): Includes marketing services and metadata optimization but requires additional investment for editing and proofreading.
While BookBaby’s packages are comprehensive, they can quickly become expensive, especially when factoring in the cost of essential services not included in the base packages.
Lulu Pricing
Lulu also offers a free-to-use platform for basic book creation and distribution, with no initial costs for uploading and publishing books. However, unlike KDP, Lulu provides a range of optional paid services, including cover design, formatting, and enhanced distribution, which can help authors with specific needs. Lulu’s pricing structure is transparent, with cost calculators (pictured below) available to estimate expenses based on book specifications and service selections. This allows authors to have a clear understanding of potential costs upfront, making it easier to budget for their publishing projects.
Overall, while Lulu may offer a more budget-friendly approach, authors using BookBaby may benefit from the convenience and comprehensiveness of an all-in-one service—though at a higher cost.
Royalties
Authors retain 100% of their royalties when publishing with BookBaby, meaning they keep all revenue generated from their book sales after distribution fees. This is a significant advantage for those looking to maximize their earnings, especially when selling across multiple platforms.
Lulu also offers competitive royalty rates, with authors retaining 80% of the profits from print sales and 90% from ebook sales. The difference lies in Lulu’s upfront costs, which are lower, potentially allowing for higher overall earnings depending on the volume of sales.
Both platforms provide authors with a high degree of control over their earnings, though BookBaby’s 100% royalty model can be particularly enticing for those who want to ensure maximum profitability from every sale.
Publishing Timeline
The typical timeline for publishing with BookBaby is around 8 weeks. This includes the time needed for manuscript preparation, production, and distribution setup. However, authors should be aware that this timeline can be extended, particularly if additional services such as editing or custom design work are required.
Lulu’s timeline is comparable, with most books taking 6-8 weeks to reach global distribution approval. The variability in Lulu’s timeline often depends on how prepared the author’s manuscript is when it enters the platform. Since Lulu operates on a more do-it-yourself model, the time spent on preparation and revisions can lengthen the overall process.
Both platforms offer reasonable timelines, though if you’re looking for more hands-on help, you might find BookBaby’s guided process to be more efficient, while those comfortable managing their own publishing journey may prefer Lulu’s flexibility.
Marketing Services
BookBaby provides targeted marketing services through its “Ads for Authors Program”, which is included in the Deluxe package. This program offers managed ad campaigns on platforms like Facebook, Instagram, and LinkedIn. For authors who want help in reaching a wider audience, these services can be invaluable, though they come at a significant additional cost.
Lulu’s marketing offerings are minimal, limited to basic listing options and optional global distribution. This approach leaves the bulk of the promotional work up to the author. While this might be sufficient for some, those needing more extensive marketing support will likely find Lulu lacking in this area.
If you’re seeking a more hands-on approach to marketing, Lulu might require more personal effort and external resources, whereas BookBaby offers more robust, albeit costly, marketing solutions.
Print-On-Demand & Distribution
BookBaby’s POD services are integrated into each self-publishing package, offering authors the ability to print as needed. This service includes 25 softcover books as part of the package, but additional copies can become costly. Their distribution network is extensive, covering over 60 channels, including major retailers like Amazon and Barnes & Noble.
Lulu excels in its POD services, providing authors with the flexibility to print any number of copies without minimum order requirements. This feature is particularly beneficial for authors who want to manage costs and avoid large upfront investments. Lulu’s global distribution network is robust, offering wide-reaching access across major online retailers and potential placement in physical bookstores.
Overall, Lulu’s POD and distribution services offer more flexibility and affordability, making it a strong choice for authors focused on maximizing reach and minimizing upfront costs.
Support Services
BookBaby offers a high level of support by assigning a personal publishing specialist to each author. This one-on-one support ensures that authors receive tailored advice and guidance throughout the publishing process. For complex projects, BookBaby also provides access to production managers who can assist with more intricate tasks.
Lulu’s support is more decentralized, with a wide array of online resources such as guides, calculators, and help articles available to assist authors. While Lulu does offer customer support, the level of personalized assistance is not as extensive as BookBaby’s. This makes Lulu a better option for more independent authors who are comfortable navigating the publishing process with minimal direct support.
Both platforms provide valuable support, though the level of personal interaction and guidance is significantly higher with BookBaby, making it a better option for those who prefer more hands-on assistance.
Customer Experience and Reviews
BookBaby enjoys a strong reputation with a 4.5-star rating on Trustpilot, praised for its comprehensive services and user-friendly website. Authors often commend the ease of navigating the publishing process from start to finish. However, some find BookBaby’s services expensive, especially when adding on necessary extras like editing and marketing, and have raised concerns about a lack of pricing transparency.
Lulu, with a 3.9-star rating on Trustpilot, receives mixed reviews. While many authors appreciate its affordability and the effectiveness of its platform, others report issues such as hidden fees, inconsistent print quality, poor customer support, and a complex distribution process. These concerns suggest that Lulu’s user experience can vary significantly depending on individual needs and expectations.
BookBaby or Lulu? Who should you choose?
Choosing between BookBaby and Lulu Publishing depends largely on your specific needs as an author.
BookBaby is ideal for authors who value a comprehensive, all-in-one service with dedicated support and are willing to invest more upfront to ensure a high-quality product. Its extensive distribution network, targeted marketing services, and 100% royalty structure make it an attractive option for those who want to maximize their book’s potential, despite the higher costs.
Lulu Publishing is better suited for budget-conscious authors who prefer flexibility and control over their publishing process. With no upfront costs and high royalty rates, Lulu offers an affordable entry into the self-publishing world. However, it requires more effort on the author’s part, particularly in areas like marketing and production, and may present challenges for those less familiar with the technical aspects of publishing.
Ultimately, the choice between BookBaby and Lulu comes down to your priorities: if you seek a fully managed service and are willing to pay for it, BookBaby is a strong contender. If you prefer a more DIY approach with lower costs, Lulu might be the better fit.
Learn More About BookBaby
If BookBaby feels like the right fit for your publishing needs, check out their website to see all they offer and kickstart your publishing journey today. Find out how BookBaby can help turn your manuscript into a professionally published book.