Publishing sector affected by the economic crisis found itself in an unenviable position, which also affected authors. Self-publishing is increasing and is becoming the most common way. The methodology of this study consits of surveys and offer analysis and will give us a clear insight into the situation on the book market. The theoretical part explores the book concept throughout history until the modern times and what it entails. It shows author's dilemma between electronic and classic books and the book status in Croatia. The experimental part consists of two parts. The first part refers to target consumer survey while the second part analyzes collected printing offers from Zagreb area. The survey provides a clear picture of consumer attitudes and habbits and is key to the process of book production but also for distribution and sale. Thanks to the offer analysis it is more clear what benefits of certain editions are and how important a good printer and printing tehnique selection for the price of printing is for the book to be more accessible. The goal of thesis is to simplify the process for the author who decided to publish his novel and thereby to find the best way to do it.