Gone are the days when the phrase "self-published" referred to a second-rate book. Today, many authors choose the self-publishing route because it gives them control over their book rights, a faster time to market, and a higher margin per book. Bookbaby.com has ridden the self-publishing trend to become one of the largest book services companies in the world. In this interview with Bookbaby.com president Steven Spatz, he provides an overview of the self-publishing journey while offering some practical tools for book promotion. He also identifies the one area where many authors fall down when self-publishing.