This article describes the self-publishing journey, challenges and methods of development, impact, the value of a self-published e-textbook in tenure decisions, and recommendations. This journey led to the self-publishing of an e-textbook for iPad® delivery at a Midwest university for a course on electronic distribution and hotel management in the Consumer and Family Sciences curriculum. Factors leading to this decision included the context of the digital hospitality world, industry standards, technology use by students, lack of interest by major publishers, e-textbook and iPad learning research, and iPad technical and training support available to a cohort of faculty on campus.