Although the US book trade is enduring difficult times, self-publishing is more popular than ever. Perhaps that is actually a causal link — declines in traditional publishing lead to increases in non-traditional options. Many self-published books are intended only for a limited audience — the author's family, or a specific group. The Book Designer blogs about options for more ambitious self-publishers. Much of it is US-specific, but there are plenty of ideas that Australian authors can apply to their own promotional campaigns.