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Those authors who are trying to sell their wares while avoiding the gatekeeper function of the conventional publishers are, perhaps, not the best customers for this service, the per copy production costs are too high, but for others with specialized needs it may just be a perfect fit.
If you haven't looked at the site you should browse the "buy" tab and see the variety of materials people have created. Policies not Politics ---- Daily Landscape
Getting into hardcopy certainly won't find you a market. Nor will it legitimise your ideas or give them authority or impact.
I think authors secretly suspect that's what hardcopy gives them, even if they're not necessarily aware of it consciously. And the vanity publishers - and Lulu isn't one, in the usual sense - deliberately capitalise on this with huge puddles of oily flattery.
In fact what mainstream publishing gives you is limited access to that legitimisation, and - more importantly - much wider access to potential readers through established marketing and distribution machines.
Some self-publishers do manage to create their own marketing and PR machines, but it's a ton of work, not cheap, and only sporadically effective.
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