Dan Holloway on when NOT to self-publish:

Self-publishing works best for niche markets that you know well. Why? Simple. There’s only one of you to do the marketing. If your market’s too diverse you could end up talking to thin air. If, on the other hand, your book’s called “A History of Orchid Growing in Queensland” and you’re the president of the Queensland Orchid Growers Society: why do you need a publisher?

I like him already. (via)