The Iceberg: Content and Creators Under the Market's Surface

Many of the most successful web businesses have been successful without hurting the existing suppliers at all. Lulu.com and other online publishing ventures are not going to replace the existing publishing industry. They are going to serve markets the existing publishing industry was never set up to serve.

If you think of publishing as an iceberg and the existing industry is the part of the iceberg visible above the waves, Lulu is serving all those creators and consumers of content who were not being served before the Internet and services such as Lulu’s were available to them.