Walking away with the best deal.

In 1995, Michael Baisden's career as a self-published author began with a trade paperback book entitled Never Satisfied, How and Why Men Cheat. The relationship book, told from a man's perspective, was well received by female readers. Baisden hit the road going from city-to-city, scheduling radio interviews, book signing at clubs, bookstores, expos and conferences, as well as paid speaking engagements. Baisden published his second title, Men Cry in the Dark, as a hardcover book in 1997, and in 1999 released his third title, the hardcover version of The Maintenance Man. "I didn't have a choice," says Baisden, when asked what made him decide to self-publish his first book. "There were no publishing companies interested."

But with his self-publishing success came offers from major publishing houses. In 2000, Simon & Schuster purchased the trade paperback rights and published The Maintenance Man. Simon & Schuster subsequently purchased the paperback rights to Men Cry in the Dark, publishing the book in 2001. Baisden was on a roll, touring the U.S., Canada and the Caribbean. His popularity earned him a spot hosting the nationally syndicated show Talk or Walk last year.

This year, however, Baisden did something unheard of for an African-American author, by asking Simon & Schuster to return the manuscript for his forthcoming title, God's Gift to Women, scheduled for release in September. Despite his success with Simon & Schuster, Baisden has decided to self-publish his next book.

"My attitude is, `what the hell do I need these guys for?' I already had all the contacts in the radio business and a database of all the bookstores. That's the key to setting up a successful book tour," says Baisden. "For me to continue to settle for 8 to 15 percent [of book sales] would have been nothing less then insane!

"Publishing companies have an assembly line approach to promoting authors. When you're a black author they send you to the same cities, set up the same radio interviews, and run advertising in the same magazines. And when the budget runs out, you're on your own, no matter how many books you sell."

A self-publishing veteran, he offers this advice for young authors: "It's a business," he emphasizes. "If you're working with a mainstream publisher that can provide you with the access you need, do it. But while you're out there, take every phone number you can get."

--Julia Shaw is president of Shaw Literary Group.