part of the publishing work. They try to give authors the illusion of status from being “picked” by a publisher, but they make the author do all of the work, and they still own the rights, and they still get the upside—all while NOT paying an advance. Hybrid publishing is generally a terrible deal for authors. The other problem is that in hybrid publishing, oftentimes the pub- lishing company will try to retain copyright or other rights. One of the main attributes of old traditional publishing companies is that they ALWAYS reserve copyright to the author, and almost always leave all other rights to author (movies, TV, etc.). They only care about the rights involved around profiting from the printed word and related rights. SUMMARY: WHICH SHOULD YOU PICK? WHO SHOULD GO WITH TRADITIONAL PUBLISHING: • Celebrities • Athletes • Musicians • Actors • Politicians • Professional Writers (novelists, etc.) • Anyone who can get an advance of $500k or more WHO SHOULD GO WITH SELF-PUBLISHING: • Entrepreneurs • Businesspeople • Executives • Financial Planners • Lawyers • Doctors • Business Owners • Consultants hOW TO PiCk ThE righT BOOk PUBliShiNg OPTiON · 329