Self-Publishing Then and Now: What’s Changed in 25 Years?

Twenty-five years ago, self-publishing was still somewhat synonymous with the term vanity publishing. Vanity publishing, as the name implied, were for authors who were driven by ego, not merit of work. So, they worked with vanity presses who would print their work for a fee, no matter what it read like. Unlike traditional publishers, who invested in authors and shared profits from book sales, vanity presses made their money upfront. The result was often poor production quality, minimal marketing, and almost no distribution. Worse yet, the label self-published carried a heavy stigma, implying a writer had been rejected by “real” publishers.

These days, the self-publishing script of a quarter century ago has flipped. Some of the key drivers that make self-publishing a more favorable option include better/easier technology, lower costs, and a content-driven culture. People aren’t just buying books anymore; they’re following people, and a book can be one of many ways for reaching those people.

In 2023 the number of self-published titles in the U.S. topped 2.6 million, a 7.2% increase over 2022. Source: Publishers Weekly

As someone who has self-published multiple times—first in 1999, then in 2015, and most recently in 2019—I’ve witnessed the shift firsthand. The differences are striking, but some truths remain: publishing your own work still takes grit, vision, hard work, and a deep belief in your message. What’s changed is that now the world sees it as a legit way of sharing your story.

I asked myself the following questions about self-publishing and weighed the answers against how I would answer both “then” and “now”.

Why did I self-publish?

Then (1999). To take control of my creative work. It was during a time in my life when everything felt out of control. My husband and I were facing fertility issues, and to help me cope, I journaled. As I looked back at my notes, I noticed how much of what I wrote was about seeing the humor in our struggle. I then had this epiphany to write a funny book about infertility called Laughin'fterility. (There were no other books in this category that were based in humor; trust me, I read them all.) I was a publishing copywriter at the time, therefore I knew how the industry worked, and that publication would probably take a long time, especially for a first-time author like me. So, I completely bypassed the traditional process of sending the manuscript to agents and editors and went straight to self-publishing. It helped me feel like I had some say in my own destiny.

Today. To feel empowered creatively. At the time of writing my third book, which was a memoir told through the lens of my life-long love of fitness, I was approaching a big birthday. What a pivotal year to write Things Are Working Out: How Fitness Shaped My First 50 Years. I sent it to one editor (yes, one) whom I had a long-standing relationship with, but when I didn’t hear back after a few email “nudges” (she’s a very busy person), I took that as a sign to self-publish. I had done it before; I could definitely do it again—and more efficiently this time. The tools and technology were in my favorite. Plus, I refused to spend the next 50 years trying to find a publisher!

How did others perceive my decision to self-publish?

Then (1999). With skepticism. I knew what they were thinking: you can’t get a publisher or agent to take you on, so the book is probably not that good. It was this perception that made me work all the harder. I would show everyone that the work was written well (I went through countless drafts and hired a professional editor/proofreader), that the book jacket looked professional (not a plain blue cover with Helvetica type that screamed homemade pamphlet at a doctor’s office), and that I’d get it on the shelves at the bookstore (and yes I did; it was ultimately stocked at select Barnes and Nobles).  

Today. With respect. It’s like when you make a decision to run a marathon. People have that wow response. While some may still be skeptical, those who choose to self-publish just don’t care what others think quite as much. Self-publishing is just another form of acceptable, and even revered, creative expression.

How long did it the entire process take, manuscript to printed book?

Then (1999). About 18 months. 

Today. About 14 months.

Both books took about a year to write; the rest of the time was all the administrative stuff—from setting it up for printing to preparing marketing materials. The actual book writing process was the same: write it, write it again, get it read by a few trusted people, rewrite it, step away from it, come back to it, get it read by a trusted proofreader, keep rewriting it, etc. The point being—writing is writing, and rewriting is key no matter what the publishing pathway looks like.

What was the printing experience like?

Then (1999). Very detailed and arduous. I worked with a physical printer in Connecticut. I drove out to meet them, see their printing press, and ask all my questions. To make the first print run as affordable as possible, I went with 2,500 paperback units. A few years later, I printed a second run of 2,500 units with the same printer.

Today. Super easy. I set everything up electronically through Amazon. I chose paperback to keep the cost per unit down. The books were printed on demand (POD), which meant one book at a time as orders came it.

What was my biggest challenge?

Then (1999). Managing the physical book inventory. The first print run came on a pallet—39 boxes of books with 64 books per box. It was such a thrill to receive the shipment, and yet so overwhelming. How was I going to sell all these books? I rented a storage unit to ensure that the books were kept in a climate-controlled environment; not my garage where they could get wet or warped. As orders came in, I went to the storage unit to replenish the small stash I kept in my home office, package up the order, and ship it.

Today. Keeping up with marketing. Writers, self-published or not, need a social platform. The only way to build one is via the constant feeding of content, connecting with influencers, engaging with followers, and so forth. It’s a beast. I’m constantly weighing the effort I put in against actual book sales.

What were my costs?

Then (1999). Approximately $3,000. It was a true financial investment. The costs included the actual printing of 2,500 copies (which included the ISBN, or International Standard Book Number; this is the 13-digit number that generates a barcode on every book you see), hiring a proofreader, getting a storage unit rental, paying for shipping supplies, and shipping of the product.

Today. Less than $500. This included securing an ISBN, hiring a proofreader, and ordering a few rounds of reader proofs from Amazon prior to the book sales going live.

How did I market the book?

Then (1999). The old-fashioned way by sending out a massive dump of press releases to paper magazines and newspapers, and TV shows like The View and Oprah. (The digital world had not yet exploded, which  meant tons of snail mail.) I also ran ads in trade newsletters and hand-delivered books to fertility clinics at local hospitals. Lots of foot traffic, lots of cold calls — I was relentless. I sent letters to book distributors so that my book could be sold in bookstores and online. (Bookstores wouldn’t work directly with self-published authors.) Ingram and Baker & Taylor were my main distributors, getting me into brick-and-mortar stores. I also was accepted by Amazon to be available online.

"In the early 2000s, Amazon got an order from a customer, Amazon sent the order to me, I shipped the book to Amazon, and then Amazon sent it to the customer. Crazy, I know!"

Today. Social media and word of mouth have been my top marketing tools. I have an author page on Facebook, an Instagram, and a website. I’m on Goodreads. I contact influencers. However, I feel less pressured to market so hard because I don’t have a big monetary investment to recoup.

How much money did I make?

Then (1999)—and Today. Peanuts! I’m lucky if I broke even all three times, financially. My profit margin in terms of achieving a personal goal and feeling empowered? Totally in the black.

What were my markers of success?

Then (1999). Number of books sold was the obvious measurement at first. But I quickly learned that it was the feedback — book reviews and personal emails from readers who said that my funny observations about infertility helped them to laugh again. This was my biggest validator of success.

Today. Number of books sold is still the easiest metric of success. Plus, now Amazon and social platforms keep me humble with rankings, X-star reviews, likes, etc. But nothing beats a personal note from a reader telling me that my book inspired them in some way.

My best advice if you're considering self-publishing?

Then (1999). Take the process seriously. Work hard on the writing and rewriting. Do your research, meet live with the printer, and hire a good proofreader. Don’t let anything about your book smack of being self-published, such as having a drab book cover that looks “homemade.” Then market it like crazy.

Today. Don’t rush the process. These days, it’s easy to hit a button and print or post something. This can make for sloppy writing. At the same time, don’t procrastinate. If you have a story to tell—and who doesn’t—go for it.