Three Reasons to Self-Publish

With publication of the fourth Victorian Stride & Cully detective novel (Rack & Ruin), I have now firmly moved into the entirely self-published category. And I been asked once again by several people why I decided not to go with a commercial publisher. 
Here are my reasons: 
1. Control: As a self-published author, I  have a lot of autonomy. I can do whatever I like, publicity-wise, and if you follow me on Twitter (@carolJhedges) you will know that I do. I had very little autonomy with Usborne and OUP and I gather that some big publishing houses like to keep a close eye on their writers so they don't run amok on social media, which could rebound back on them. Also I gather that many houses prefer writers to promote other writers on their list (possibly why I rarely get promoted by Choc Lit writers, lovely though they are).
2. Choice: I  chose the covers of my books, which remind me of contemporary newspaper headings, or theatrical posters. They are designed by a local graphic artist, who is also a friend. I have been told they are reminiscent of very early Penguin covers. They are certainly quirky and different ... just like the stories .. and, dare I say it, like the author of the stories herself! I can also choose and change the key words that help readers locate my books, and I can fiddle around with Amazon's book categories, if I want to. As I am an inveterate fiddler, I do.

3. Cash:  As a commercially published writer of adult fiction I was getting 40% of all ebook sales, less on printed books. As a published children's writer that dropped to 12% of all book sales. As an Indie, I can command 70% of sales. The difference in my monthly figures has been remarkable.
Ok, I know it is all too easy nowadays to write a book, cobble together a cover and upload the finished product to Amazon (actually, it damn well isn't, as you can read here:). Advances in technology have opened up enormous opportunities for self-publishing that were never there when I started writing books, and that is a good thing.
I also acknowledge that inevitably, there is a lot of dross out there and it lets the side down. Poorly written and produced books with typos, badly designed covers, sold at rock bottom prices or given away for free, which is not the way I want to go.

Despite the many ''Hey, I produced a book for virtually nothing'' blogs, the writers of the best self-published books have usually used beta readers, then payed out for professional editing, proofreading and cover designing. It is hard work and not easy and having done it five times now, I can attest to the pain.

But in a world where celebs are sneaking all the good publishing deals, and agents are less and less able to place books (and take 10% of your meagre earnings when they do), I still think that going solo, if you can, is the best and most lucrative way of presenting your work to the reading public. 
So what's your publishing experience? And as a reader, do you ''prefer'' a book that has a 'proper publisher' behind it? Do share ....