The self-publishing gold rush is long over. So is the binary of self-versus-traditional publishing. My 25 novels are published by independent publishers. There are dozens, maybe hundreds, of these. (And they all seem to be concentrated in the UK...)

At this point, I'd say an author should only self-publish if they're rich. The Facebook and Amazon ads alone would bankrupt any normal person. Submit to publishers! It has the added benefit of not flooding the market with content.