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Most authors don’t think about “choosing” a publisher. Most authors send out manuscripts, sometimes rather blindly, in the hopes that a good publisher will choose them. 

But think about this. Before a publisher can respond to your manuscript, you have to initiate the contact. You’ll never get a good publishing deal without first choosing to send the manuscript out in the first place.

For most authors, the publisher might just be a name that they see on a list. The author doesn’t necessarily know if the publisher is a good one, a great one, or a terrible publisher—and publishers do run the gamut from fantastic to mediocre and down into terrible and hellish.