I just wanted to take a moment to warn you about the publishing scams. I guess they are not scams per se, but they are definitely on the boarder of scam. First, if you are looking for a traditional publishing company - do not do an Internet search to find one. The only reputable source that I would recommend for finding a traditional publisher is the latest version of The Writer's Market. There are magazines, book publishers, agents, contests and these come in the general version and specific genres. Are there other legit publishing companies not listed? Maybe (I think sometimes agents and publishing companies are so booked they request not being listed, simply because they will be in one year, out one year and in the next year). But why take the chance?
If you are self-publishing, just go to Amazon and figure out how to format for CreateSpace (or have/pay someone do this for you). Most self-publishing companies are a rip off. The Writer's Market doesn't even list them. You pay them big amounts of money to publish your book for you. You may or may not get marketing help and many of them will just go to Amazon and CreateSpace and publish your book there (for free and take most of the royalties). You may or may not be paid royalties you earn (there are several self-publishing companies that have not paid authors even if the book sold well). Are they all scams? - No. Some do provide services similar to what you could hire on Guru or eLance that will give even the poorest authors a good book. But again why take the chance?
It is difficult to build an audience. You want each book you put out to be the best it can be so your audience wants to buy the next book you write. If you dump a bunch of money into marketing your first book and it is awful, you just spent a lot of money reducing the size of your audience by that much.