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What is the best marketing channel to distribute an ebook? Let's assume I know how to promote the ebook, and merely want to choose a marketing channel.

Should I sell it through a middleman like Amazon or Lulu? Or should I sell it directly through a site I set up myself? What are the factors that go into this decision? In particular, if I have an ebook of broad interest, not niche, which marketing channel is preferred and why?

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I believe it depends on the content itself.

If the content is a $19.99 "101 ways to improve your SEO and make $1 million dollars while sleeping on the beach" book I think one would do better by selling the PDF directly through their site. That way, control of the pitch & close statements can be strongly managed to encourage conversations. Also, affliate sales can be tracked / incorporated into the sales process - something that would be difficult via lulu / amazon.

If the book is more mainstream, then its a platform bet - Lulu with it's apple epub support and amazon with kindle. Pick both if you can.

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Can you talk more about the mainstream channels? What are the advantages and disadvantages of Lulu and Amazon? Is it easy to use both? How do they prevent piracy? Lastly, aren't there more people who want to buy a PDF than own Kindles? – Joseph Turian Jun 26 '10 at 7:20
Kinda tough to answer completely in a comment - but publishing is all about distribution: (+) entry into the dedicated reader devices, Amazon gets you on kindle, Lulu gets you on ipad. Two stores with avid readers (kindle more so). DRM: both have it, both can be broken. (-) revenue share / royalties. I don't think it's an either / or decision, its "and". Promote the ebook on a site, provide a serialized PDF version & promote native availability on ipad & kindle. Yes, there are more PC's - but that doesn't directly xlate to readers & get you in front of them. No need to pick just 1 channel. – jimg Jun 27 '10 at 15:37

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