The average print run for a work of first-time fiction in Canada is 1,500 compared to 10,000 in the United States, making the unit cost per Canadian book much higher. Traditional publishers usually do a large press run that is more cost-effective, and to fill the demand of a mass market. But if your book caters to a special niche market, or if your book is targeted to a smaller audience, self-publishing will enable you to print a small quantity of books to test the market. Export of Canadian books has tripled since 1989, more than three times faster than Canadian film exports. If you know your audience and understand that market, there is nobody better than you who knows how many books you can sell.