In 1995 Ambassador Keeley founded the Five and Ten Press Inc., a publishing company whose purpose is to publish in inexpensive format (booklets and pamphlets) original articles, essays, and other short works of fiction and non-fiction rejected or ignored by the media and mainstream publishers. The press was incorporated in the District of Columbia in February 1996. The name comes from the intention to price the products of the press at between five and ten dollars a copy. The press's first publication was a pamphlet entitled "D.C. Governance: It's Always Been a Matter of Race and Money", issued in December 1995, and the second was a booklet with the title "Annals of Investing: Steve Forbes vs. Warren Buffett", published in March 1996. A third, "The File: A Princeton Memoir", was published in May 1996. All three have the same author: the publisher, whose business card identifies his profession as "Consulting Iconoclast." As of October 1996 the Press began to sell its publications on a subscription basis, and also through the Internet. Subscribers have now received 12 new titles. The Press currently has more than 200 subscribers, and nearly breaks even financially.