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In self publishing the author takes the entire cost of publishing their own books into her or her own hands and deal with all the publishing issuers themselves. These include the marketing, distribution and storage and a host of other issues that the publishing of a book or other media deals with. Earlier self-publishing used to refer only to books but the advent of other media and the advancement of technology have brought with it other media. The act of self-publishing has increased with the development of publishing technology, xerography, POD or print on demand, desktop publishing, and the World Wide Web. There are certain cultural facts that have led to the development of self-publishing. There has been the growth of media channels and blogging and this has led to the growth in self-publishing.

There are many reasons why writers want to self-publish. The author wants to have total editorial control over content, the publishing topic is popular but of interest in a small geographic area. The author is addressing a little known topic and in which few people are interested. The content is controversial and publishers do not want to be associated with it. The author may not be very popular and has a resume, which is not worth mentioning. The author wants to have a larger percentage of return from sales. The authors sometimes want to reach the customer first. Sometimes the authors love the business of publishing. They want to keep a certain extent of independence in the act of publishing and dislike the negotiations with the publisher over a book or different aspects of it.