From the press release:
"We are very excited to have an executive of Bryce's caliber joining the company," said Lulu Founder and CEO Bob Young. "Because of our rapid growth we must prepare our company to serve millions of customers. Bryce's experience and remarkable track record of success will ensure Lulu's ability to continue to scale rapidly into the future."Boothby appears to have no direct publishing experience other than a stint at Quebecor in the 1990's. He does have strong manufacturing, process and technology experience which should give you a sense as to where the publishing industry is headed.