Self-Publishing vs. Traditional Publishing: What’s Best for Your Children’s Book David Salariya Book publishing from idea to book, Publishing Book-Makers

Old typewriter, 'Ready to get published" — Ready to get published

So, you've written a wonderful book for children that you believe could light up young imaginations everywhere.

But now comes the tricky part: how do you get your story into the hands of readers? Should you go down the traditional publishing route or leap into self-publishing?

Both options have their pros and cons, and the right path depends on your goals, resources, and expectations. In this article, we’ll explore both sides, break down the benefits and challenges, and help you decide what’s best for your children’s book.

What Is Traditional Publishing?

Traditional publishing involves submitting your manuscript to established publishers (such as Penguin Random House, HarperCollins, or smaller independent presses). If accepted, the publisher handles everything — from editing and illustrations to printing, distribution, and marketing.

However, getting through the door is not easy. Major UK publishers often require you to secure a literary agent first, especially for children's books. According to The Writers' & Artists' Yearbook (2024), only about 1-2% of unsolicited manuscripts make it to publication.

Pros of Traditional Publishing

Professional Editing and Illustrations: Publishers invest in top-notch editors, illustrators, and designers to bring your book to life.

Established Distribution Channels: Your book could appear in major bookshops like Waterstones, WHSmith, and independent stores, as well as schools and libraries.

No Upfront Costs: Publishers cover production and marketing costs; you don’t pay out of pocket.

Industry Credibility: Being published by a reputable house can boost your reputation as a children's author.

Cons of Traditional Publishing

Difficult to Break In: The competition is fierce, and getting noticed can take years.

Limited Control: You may have little say over illustrations, titles, and marketing decisions.

Lower Royalties: Standard UK royalty rates for children's books are around 7-10% of net sales, as noted by The Society of Authors.

Slow Process: From contract signing to book release, it can take 18-24 months or longer.

What Is Self-Publishing?

Self-publishing means you take charge of producing and selling your book, often through platforms like Amazon KDP, IngramSpark, or Blurb. You handle (or outsource) editing, illustrations, design, and marketing, but you retain full control and a larger share of the profits.

The self-publishing industry has exploded in the UK over the last decade. Nielsen BookData reported that in 2023 alone, more than 150,000 self-published books were issued in the UK, a number that continues to grow.

Pros of Self-Publishing:

Creative Control: You decide on story elements, illustrations, book design, and marketing approach.

Higher Royalties: Self-published authors can earn up to 70% royalties on ebook sales via platforms like Amazon KDP, compared to the modest share from traditional publishers.

Speed to Market: Your book could be on sale within weeks or months, not years.

Niche Appeal: Ideal for targeting specific audiences, such as local schools, cultural themes, or educational topics.

Cons of Self-Publishing:

Upfront Costs: You pay for editing, illustration, formatting, and marketing, which can run into hundreds or thousands of pounds.

Marketing Challenges: Without a publisher's backing, promotion is entirely on you.

No Guaranteed Distribution: Getting your book into physical bookshops like Waterstones can be difficult without established publisher connections.

Reputation Hurdles: Though improving, self-publishing still carries some stigma, particularly in traditional literary circles.

Self-Publishing Children’s Books: Special Considerations

Children’s books are visual-heavy productions, often requiring professional illustration and high-quality printing.

Whether you choose traditional or self-publishing, illustration costs and production quality are critical to success.

For self-publishers, finding the right illustrator is essential. Professional children's book illustrators in the UK often charge £150–£500 per illustration, depending on complexity (source: The Association of Illustrators).

Read more in The Costs of Publishing a Children's Book: What You Need to Know

Also, print quality for children’s books, especially picture books, needs to be top standard, something that may limit cheaper print-on-demand options.

Marketing is another major hurdle. According to a BookTrust survey (2023), parents are 75% more likely to buy books recommended by schools or trusted retailers, so breaking into these channels as a self-published author requires strategic effort.

Find out more about marketing your self-published children’s titles.

Which Is More Profitable in the UK, Self-Publishing vs. Traditional Publishing?

Profitability depends on how much work you're willing to put in. Traditional publishers offer modest advances (typically £1,000 to £10,000 for first-time authors in children's publishing) but take care of distribution. Royalties are smaller, but volume sales can compensate.

Self-published authors keep more of the pie but must generate their sales. A successful self-published children's author can make £1–£3 per book sold, compared to 50p or less via traditional channels. But marketing to schools, libraries, and events takes considerable effort.

The Guardian (2022), a growing number of UK children’s authors are now using hybrid models, starting with self-publishing to build a fanbase, and then moving to traditional deals once they’ve proven marketability.

Key Questions to Help You Decide

Here are a few crucial questions to ask yourself before choosing a path:

How much creative control do I want?
Am I willing to wait for a traditional publishing deal?
Do I have funds to invest in illustrations and marketing?
What are my goals, personal fulfilment or large-scale commercial success?
Am I comfortable with marketing and selling my book, or do I want that handled for me?

The Hybrid Option: Best of Both Worlds?

Interestingly, many authors now blend both worlds. You might self-publish your first book to build credibility and an audience, then leverage that success to attract traditional publishers for future books.

Some UK-based platforms like Matador (Troubador Publishing) offer assisted self-publishing, a middle ground where you pay for services but receive professional support with editing, distribution, and marketing.

Final Thoughts: What’s Right for You?

If your dream is to see your children’s book in Waterstones and have professionals handle the logistics, traditional publishing may be worth pursuing, if you’re prepared for a potentially long wait.

If you’re eager to get your story out there now, want full control, and are ready to invest in quality illustrations and marketing, self-publishing can be incredibly rewarding — both financially and creatively.

Ultimately, your goals, timeline, and resources will dictate the right path. Whether you choose self-publishing, traditional publishing, or a hybrid route, the most important thing is that your story reaches the children who need to hear it.

For more help getting your children’s fiction prepared for publishing head over to,

How Do I Prepare My Children's Novel for Publishing?

Helpful UK Resources for Children’s Authors

Society of Children’s Book Writers and Illustrators (SCBWI UK): for networking, workshops, and industry advice.

Alliance of Independent Authors (ALLi): Great for self-publishing guidance.

BookTrust: The UK's largest reading charity, often partners with authors and schools.

The Writers' & Artists' Yearbook: Directory of agents, publishers, and practical advice.

In the end, whether you self-publish or go traditional, your book could be the one that inspires a child to dream, imagine, and believe. So pick your path — and get that story out into the world!