A friend of mine (no, really!) is well on his way of writing a unofficial/unauthorized biography of Steve Jobs. In my opinion it is a fantastic read and he did a lot of research and has a long list of sources to back the story up. He is not a professional writer and doesn't have any credentials in that regard.
Neither he, nor I, nor any of our friends have any contacts or experience with the publishing industry. He contacted some local Australian agents a while ago but all of them basically said that he needs to get at least an article published in a respected magazine or newspaper before they take a look at his book.
He tried to do that for a while but I think he got frustrated because all the companies he has contacted say basically the same thing.
He has since published the book as a blog. I think he did it in the hope to gain readers and a following and to use this to convince publishers to give his book a chance but I think gaining a large following is probably as hard as finding a publisher and I don't see it happening soon.
Surely there must be a big market for a book like this.
My question is, how can he find a publisher?