ABSTRACTThis paper describes new research into the motivations, demographics, processes, and outcomes of self‐publishing authors of books. The findings challenge traditionally held notions about self‐publishing being a process undertaken by the untalented, as a last resort. The cohort studied emerges as highly educated, often well informed about the publishing process, and generally very positive about the self‐publishing experience. As the number of people self‐publishing continues to grow and associated technology progresses, a number of fundamental implications for stakeholders in both the non‐fiction and fiction publishing business pipelines are noted. With disintermediation now widespread, there will be increased pressure on the traditional industry to adapt its business models and focus on adding value. At the same time, opportunities in publishing services can be identified and the role of the author is significantly enhanced. Parallels between the cultures and processes of academic and self‐publishing authors are discussed; these will set the scene for future research.