Some time ago, I considered the pros and cons of self-publishing fiction. As I mentioned then, I'm not against self-publishing in general; I did quite well with a self-published book several years ago and definitely think that in the right niche with the right marketing plan, self-publishing can be lucrative.
However, I had (and have) reservations about self-publishing fiction. Quite by chance this evening I ran across a post that led me to a blog about this very process. As if self-publishing fiction weren't challenging enough, this author has self-published a children's book and is handling his own promotion--a tough job for a lot of reasons, not the least of which is the inability to price competitively. He has a clear plan, though, and I'm watching with interest; if you're toying with the idea of self-publishing in a non-niche area, I strongly suggest that you follow along and see what you can learn, too.