D. Judson Hindes can say he's happily enjoying rejection.

The Homosassa, Fla., author, like so many other writers, is accustomed to receiving letters of rejection of his work from publishers. The 53-year-old was sent 17 rejections for his sci-fi book, "Haltia and the Third Planet."

"These were all form letters, mimeographed," he said. The senders didn't give "me the courtesy of even touching the piece of paper. These were unsigned in most cases. It gave me the clear impression that the material was never even looked at."

But now, Hindes is probably bellowing the last laugh.

Not only has he published his book through Lulu.com, an online independent publishing and print-on-demand company, he's also found a satisfying use for that stack of publishing denials.

That's because of Lulu.com, where 90 bucks will get you four rolls of toilet paper printed with your most acerbic (or sickeningly impersonal) rejection letter or letters. Additional rolls cost $12 each. (Order your TP at www.lulu.com/tp).

While other snubbed writers and various rejectees scornfully post their rejection letters online, establish entire Web sites dedicated to dismal notes and create chat rooms where they can vent, Lulu.com is offering the disgruntled masses a new option to starting fresh.

Lulu.com prides itself on giving authors ultimate control of their own publishing process, said Stephen Fraser, communications director at Lulu.com, in Raleigh, N.C.

Some might consider the rejection-themed TP frivolous, Fraser said. But "we see it as a fun stunt that illustrates something about the publishing business, and allows writers a lighthearted way to air their sense of resentment."

At Lulu.com, anyone can publish virtually anything he or she wants.

That means no faceless editor here will send you a form letter beginning with "Dear Author:" that includes phrases like, "This doesn't quite fit with what we're looking for," "Good luck" and "Keep writing!"

"The rejection letter on toilet paper illustrates that there are a lot of writers out there who have experienced this, who have experienced emotionally the rejection that comes from publishers, and we're giving them a humorous outlet," Fraser said.

Hindes was a guinea pig for the project. Folks from the company approached him with the idea, and asked if he wouldn't mind sharing some of his rejection letters with them.

Hindes eagerly obliged and sent six or seven of the offensive letters.

"I said, 'It's the best thing I've heard to do with them in a long time,' " he said with a laugh. "I knew I was saving them for something. It just seemed a fitting way to immortalize the standard, traditional publishing reception of the 'new author.' "

Hindes was the first recipient of the customized paper, and got three rolls for free out of the deal. He says he would have been more inclined to dish out the $90 in the past, when the sting of those multiple rejections was still fresh.

Time, and seeing the dream of publishing his book come to fruition, has eased the resentment. A little bit.

The satisfaction was still sweet when he unfurled that first roll.

"It's not as good as Charmin, but it's better than the institutional stuff," he said.