When you self-publish for the first time (and perhaps each time, given the time in between), it's easy to make mistakes not matter how many FAQs, support sites, and forum posts you read. Case in point: with Lulu, if you want globalREACH distribution--that is, to allow your local bookstore to order your book (from Ingram)--you have to decide that when you create your project. Ooops.
Apparently, it's not too hard to get another ISBN and create a revised project (book) with the right distribution plan. For many, the free plan may suffice, after all, it still gets your book on Amazon. However, for those of with bigger dreams or aspirations (or delusions), the $75 for the plan make sense.
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