Introduction to self publishing

Published: April 2024


Thinking about earning money from your content?

Self-publishing can mean many different things in different industries. In this guide, we’ll be referring to instances when a cultural organisation or venue would like to monetise online content they have produced or licensed by selling tickets or subscriptions directly to their digital audiences.


Benefits to self-publishing

There are many benefits to self-publishing, such as relatively high profit margins, the ability to control the timings and terms of the release, building direct relationships with your existing audience, and enhancing a digital membership programme. Like all methods of digital distribution, self-publishing presents its own challenges – rarely do tickets sell themselves, so the need for a well thought-out and adequately funded marketing strategy to support ticket sales is crucial to success.


Here’s some guidance

In this guide, we have included an overview of several platforms that can be used to self-publish and monetise your content. Each has their own set of pros and cons and may be better suited to different projects, depending on your needs.

How to find the best platform

Other things to consider


The information here was created and compiled by Tony Currie, Head of Artistic Planning and Senior Producer at Scottish Ballet and Sarah Fortescue, Space Associate.