[Publisher] Advantage Media Group

I'm just wondering if anyone has heard anything about Advantage Media Group?

http://www.amgbook.com/index.cfm

I know someone who just had a book published through them but am not entirely sure, it's it more of a self-publishing route?

I'm thinking about trying to publish a book, more for branding myself as an expert in my own city though than anything. I'm starting up a fitness bootcamp class and this would be a great thing to have give-away draws for (the book on fitness/nutrition) and help the local people see me as more credible.

I'd plan to sell the book on the business website as well as having the free giveaways. Self-publishing would probably be the best method for something like this right?

Between the above company and Lulu, would Lulu be a much better option? Is it possible to get books published through Lulu in actual bookstores as well?

Any thoughts/advice would be great. I've never looked much into self-publishing before.

Thanks very much for both the replies - that's really helpful. I'll look into reading one (or both) of those books.

I think self-publishing is the best option here too; I'm not hugely concerned with getting into bookstores (it'd be nice!), but that's not the primary purpose.

Plus, I think it might allow me a little more control over the content, which is what I'm going for.

The book is more to help fuel the business than to really generate book sales.