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Blurb: The Unsung Engine of Indie Publishing
How a 189-person team built a $29.5M empire on physical media in a digital age
While the world obsesses over digital content, Blurb quietly dominates the $44 billion global book printing market. They don't sell e-books or subscriptions—they sell ink, paper, and creative freedom to 700,000 monthly customers.
"Blurb proves that in an age of digital noise, there's massive value in helping creators make things that last."
The Creator Economy's Secret Factory
Blurb's genius lies in serving two distinct markets: photographers who need gallery-quality coffee table books, and self-publishers who want to bypass traditional gatekeepers. With 64,550 monthly searches for 'blurb' alone, they've become the default verb for custom book printing. Their 45% direct traffic indicates strong brand loyalty—people don't stumble upon Blurb; they seek it out.
The Efficiency Paradox
Here's the counterintuitive metric: Blurb generates $156,084 in revenue per employee—nearly double the industry average. Yet their 3.5/5 Trustpilot rating suggests friction in the experience. This tension defines Blurb: a technically sophisticated printing operation (using Tailwind CSS, Vite, and sophisticated analytics) that still struggles with customer satisfaction at scale. The opportunity lies in bridging this gap.
Their tech stack reveals a modern, performance-obsessed infrastructure. Built on Tailwind CSS and Vite with Google Analytics and Hotjar for optimization, they're not a legacy print shop—they're a digital-first platform that happens to manufacture physical goods. The 44% organic search traffic shows they've mastered SEO for niche creative keywords like 'bookwright' (2,330 monthly searches), positioning themselves as software, not just a service.
- Bootstrapped DNA: Founded by Eileen Gittins, who turned a $24.1M funding round into a self-sustaining cash machine
- Platform moat: 'Bookwright' software creates sticky workflows that keep creators locked in
- Global reach: Top 58K global rank with traffic from undefined markets (likely US/EU creative hubs)
The Physical Media Trojan Horse
Blurb's real product isn't books—it's creative agency for the 99% of creators ignored by traditional publishing. In an AI-generated content world, they're betting that human-made, physical artifacts will become premium luxury goods. The question isn't whether this market exists—it's whether Blurb can maintain its moat before Amazon's KDP or AI-powered printing services catch up.
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Custom Book Printing - Professional Book Printing Services | Blurb
Create and print custom books and magazines with Blurb’s professional book printing services. Perfect for photographers, self-publishers and creators.
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Reviews (20)
I’ve used Blurb for years
I’ve used Blurb for years, years YEARS! I made my first book with them in Argentina about 15 years ago. I then moved to Europe and myself and my mum have ordered books from Spain and the UK for personal projects. I am now a wedding photographer and order all the books for my clients from Blurb. The quality of their products is outstanding. The software to design the books is so easy to use and so versatile. You really have full control of the design. I couldn’t be happier. The books always arrive earlier than I expect and costumer service has always been great. I don’t see myself ever using another company. I sound so excited right now because I literally just opened the box to another book I received, and it’s taking the book out of the box and be amazed at seeing it in real life, there’s nothing like seeing photos presented in such stunning quality. The large hard cover book is particularly impressive.
Blurb looks after their Customers
I have been a customer of Blurb for a number of years. The print quality of all the books have been wonderful. In my latest project the printing look rather pale. But after discussion with Blurb, they agreed to re-print it, and the quality was of their normal high standard.
I have created over 40 books with Blurb
Over the years I have created over 40 photo books for various purposes since 2009 and have very rarely encountered any problems and I have been extremely happy with Blurb. I did encounter a problem on my most recent effort and I am happy to report that the customer support I received was marvelous. They resolved my problem quickly and within two days the problem was completely and satisfactorily resolved!
wonderful bespoke options
I used blurb for some some books printing and their printing quality is top notch, bespoke options are wonderful
My Mother's Memoir
Hello, I'm very happy with the most recent order I received on April 29, 2025. However, because I ordered 21 books I wanted to make sure by ordering one first, which I did. The test book came out with tons of errors. I followed what I thought was the instructions to PREVIEW the doc. But after I sent the first book out for testing and received it back, I realized there was no PREVIEW button next to the UPLOAD button after you previewed. I had to drill down many areas to find the Preview button. The PREVIEW button should be right beside the UPLOAD button. That's my feedback
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About blurb.com
Create and print custom books and magazines with Blurb’s professional book printing services. Perfect for photographers, self-publishers and creators.
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Technology Stack
blurb.com uses 17 technologies across their website including Google Fonts, Okta, HSTS, and more.
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LinkedIn Insight Tag, Facebook Pixel
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Traffic & Audience
blurb.com receives approximately 717.7K monthly visitors and ranks #58,153 globally. The website has a bounce rate of 42% with visitors viewing an average of 4.6 pages per visit. Users spend an average of 2:38 on the site.
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