The Self Publishing Show

The Self Publishing Show (originally launched as the Self Publishing Formula Podcast by bestselling thriller author Mark Dawson) is one of the most-cited podcasts in indie publishing. With 446 episodes published since 2016 (latest: SPS-446 "The Boxset Experiment," May 2026) and a February 2026 relaunch under new hosts James Blatch and Cecilia "Cissy" Mecca, it remains a primary reference for authors building advertising-driven book businesses. Apple Podcasts rating: 4.8/5 from 225 ratings.

The show's core focus — paid advertising strategy, author business building, and interviews with million-selling indie authors — set the standard for the genre when Mark Dawson launched it. Dawson had sold over 7 million books by the time the show reached 300 episodes, lending early episodes unusual credibility. The podcast transitioned to The Self Publishing Show around episode 150, with Dawson and James Blatch co-hosting until Blatch's 18-month hiatus in 2024. Blatch returned in February 2026 alongside romance author Cissy Mecca as his new co-host.

What You Get#

• Paid advertising depth: Facebook Ads and Amazon Ads strategy features more prominently here than in most author podcasts — funnel structure, retargeting, spend optimization, and ROI tracking for book sales
• Author business framework: Coverage extends into series structure, pricing strategy, direct-to-reader sales, and the mechanics of building a full-time indie author business
• High-profile guests: Guests have included bestselling indie authors, publishing platform executives (Amazon KDP, Draft2Digital), and marketing specialists
• SPF LIVE event: The show connects to an annual Self Publishing Show Live conference for hands-on learning

Who It's For#

• Intermediate to advanced indie authors: Authors ready to invest in paid advertising and scale an existing catalog get more value here than beginners still on their first book
• Data-driven authors: The show is comfortable discussing ROI, ad spend, and profitability metrics — authors who think in business terms will feel at home
• Series fiction authors: Much of the advertising strategy assumes a growing catalog; advice on series hooks, read-through, and box sets is consistently practical

Pricing: Free to listen. Mark Dawson's SPF courses (AMS Ads for Authors, Self Publishing 101) are separate paid products. The podcast itself has no premium tier.

Strengths#

• Deep advertising expertise: Covers Facebook and Amazon advertising in more tactical depth than most author podcasts, including practical funnel design and budget scaling
• Founder credibility: Mark Dawson built the show from a position of proven results — advice is grounded in a real multi-million-book business, not theory
• Fresh relaunch: The February 2026 return brings James Blatch's advanced author-entrepreneur perspective paired with Cissy Mecca's recent indie career pivots across genres — a complementary pairing that broadens the show's appeal

Limitations#

• Post-hiatus uncertainty: The show returned in February 2026 after 18 months off. Whether the new co-host dynamic sustains consistent weekly output long-term remains to be seen
• Not beginner-friendly: The show assumes baseline knowledge of indie publishing mechanics — new authors may struggle with early episodes that use intermediate terminology without setup
• Advertising-heavy: Authors averse to paid advertising or with small budgets will find a meaningful portion of episodes less directly applicable

Alternatives#

Novel Marketing (Thomas Umstattd Jr.) covers foundational marketing topics with a gentler learning curve. For Amazon Ads specifically, Ads for Authors covers that channel in dedicated depth.