One of the less discussed characteristics of self-publishing is innovation. Innovation is the outcome of creativity and is the most powerful tool for self-publishers in their struggle for the most important value of digital times - attention. They use the Internet as a replacement for the core elements of traditional publishing. The dissertation will explain, from the point of view of a self-publisher, which are the available tools for production, distribution and promotion and how do they change the author’s attitude. A comparison between traditional and self-publishing models will be presented along with a listing of major areas of innovation and corresponding examples. Self-publishing is very molecular. It’s an endless series of nanoignitions designed to engage the reader. How does self-publishing change the relationship between authors, publishers and readers? Is it relevant for a professional publisher? Can it be embraced to move the publishing market forward?