Self-publishing no longer a vanity venture

Just because you're not J.K. Rowling or Stephen King doesn't mean you can't be a proud, published author of a book.

Print-on-demand self-publishing has developed into a satisfactory, affordable alternative to the cutthroat world of conventional publishing.

Getting a book published the old-fashioned way means following a labyrinthine path through a land fiercely guarded by agents, editors, publishers, huge retail chains and Lady Luck.

Self-publishing requires little more than having simply something to say, getting it down on paper or a computer screen, paying a modest fee -- as little as $200 -- and voila! You have a book with your name on it. It will look just as good as any book on the bookstore or library shelf. And in many cases, it can garner just as much respect.

"I thought if self-publishing could work for Stephen King (who self-published one of his novels electronically), it could work for me," says Tom Plante, professor of psychology and chair of the department at Santa Clara (Calif.) University. Plante self-published "Getting Together and Staying Together," the sixth of his seven books, so he could have a low-cost volume to use in his marriage counseling classes.

Plante says the book, published by the largest of the self-publishers, AuthorHouse, has cemented his reputation as an expert in marriage and intimate relationships. It is widely used in community- and church-sponsored premarital and couples classes -- not only because it is a good book, but also because people can afford it. His previous volumes, published by academic presses, have cost as much as $100 each, while he can profitably sell this one for as little as $3. "People don't care how I published it -- they just want the book," he says.

The conventional publishing world is fickle. Books go out of print quickly -- even when there might still be a sizable market for them. It was important to etiquette consultant Leah Ingram to have a book on gift giving because it underscored her expertise and helped persuade corporate customers to hire her. When "Gifts Anytime" went out of print, Ingram feared part of her livelihood would disappear as well. So she wrestled the copyright back from the original major publisher and self-published through iUniverse, owned jointly by Barnes & Noble and investment company Warburg Pincus.

Replicating the original in hard cover cost Ingram $600. The first five copies were included in the deal. After that, she pays $8.50 per copy. She's sold enough at speaking engagements and other personal appearances, at the cover price of $16.95, to long since pay for the venture. But the real profit has been in winning her customer-pleasing television appearances. "This has been the foundation of my spokesperson business," she says.