Individual-edition of 101

Typically, the authors write their books, send them to the agents or to the editors, and then hope for the best. However, some authors choose not to leave anything to the chance; they take subjects in their own hands and make sure that the book is published. Welcome in the world of the individual-edition, where books or other media are published by those which wrote them.
the Individual-edition makes it possible to the author to be ensured not only that the book is published, but also gives to the author the complete control of the contents (traditionally, the editor maintains a certain control leading of the matter). Other aspects that the editor orders traditionally - design of the book, of the provision of the text, the aspect of the cover, the binding, the quality of paper, and so on can also be ordered by publishing the individual author.
How the individual-edition different from traditional publish does? Without counting that the fact that the author is also the editor, individual-publishing wants to say that the author pays the publication out of his own pocket, and must also handle marketing on its clean.