Self Publishing...when to make it more than a name

[MJFrog]

Today on Taxi-TV becoming your own publisher came up in the chat ...The easy part is coming up with a name...
But then what? Well if you are just selling cd's at gig's not a problem ... right?
If you are starting to have some commercial success with your band or recordings you might want to create and incorporate your own publishing Co.
Why have composer/songwriter business and a separate publishing business?
The amount of money coming in from publishing starts to be a big deal as you have more work out there paying off...

I am wondering what your thoughts are and questions that you might ask...
As well as some well placed advise might be for those in need of answers