A lot of good info about being a breeder from a breeder's perspective.
 

These links are for some brillant blog entries from a breeder of show Cardigans (and Great Danes too, I think?) . Okay, maybe not the same as a GSDs, but the philosophy and ethics of being a responsible breeder, and developing a positive relationship with the puppy buyers is the same. Covers a lot of info that will be of great help in guiding newbies towards being comfortable with the breeder they will have finally settled on.

How to get a puppy from us (or another good breeder)Ruffly Speaking | Ruffly Speaking

Another show of brillance:
How to tell a good breeder website from a bad oneRuffly Speaking | Ruffly Speaking
(In fact, this is so spot on, I'm linking it in a bunch of other stickies on the board in different forums)