Self-publishing
The author publishes themselves: keeping all rights and margin, and assuming all the publisher's functions.
In self-publishing, the author publishes without a publishing house: keeping all rights, setting the price, earning a margin far above classic royalties — and in exchange assuming all the publisher's functions: editing, cover, layout, distribution (print-on-demand and online platforms), and above all visibility.
Carried by digital, self-publishing stopped being a fallback: entire genres (romance, fantasy, thrillers) have a flourishing economy there, and hybrid paths — self-published authors later signed, house authors self-publishing some titles — became commonplace. The decisive variable remains professionalism: readers don't forgive a self-published book what they wouldn't forgive a published one; professional editing and cover are not optional.
Example
Freelance editor, professional cover, print on demand: the author became their own house.