Much to think abut in the aftermath of Hugh Howey’s data dump! Thos is just one of the many god posts on it:
The reality is that publishing anything is a unique path. If you have a book, and you’re trying to decide whether to self- or traditionally-publish, there is only the apparition of help for you in these figures. It might be that you traditionally-publish and sell 100 copies, and would financially have been better off self-publishing. It may be that you sell a million copies through traditional publishing. That doesn’t mean that you’ve left money on the table simply because those million sales if self-published would have netted you more. You can’t say what might have happened had you chosen a different route – whether you would have got those 100 or those million sales or something different. This is one problem I see with Howey’s piece (and numerous others). The number of copies a book can sell is not some intrinsic part of its make-up. The way you choose to sell it, and what happens along the way, will play a huge part and can’t be discounted.