Many authors choose self-publishing because it is such an interesting and rewarding process and because, as publisher, the author has complete control over every aspect of the production of the book. Other authors turn to self-publishing when they cannot find a trade publisher who is interested in their manuscript. 

Trade publishers are often reluctant to publish a book directed outside their accustomed markets, for example, so that a book that might have strong appeal to a select audience may not elicit much trade interest.

Trade publishers are also reluctant to publish works that might compete directly with titles in their existing lists. 

Authors themselves often see more marketing opportunities than their publishers do, and some of them (like Mark Twain, one of the most successful self-publishers in North America) will be moved to take complete control of the publication of their work by doing it themselves. 

Self-publishing is especially effective when a writer has identified a target audience and/or when there is a potential for marketing by mail or over the Internet. (Mark Twain was convinced he could sell his books through his public talks—he was right). With effective marketing, an author can realize a much larger financial return through self-publishing than with conventional publishing.

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