As digital disruption continues to reshape the publishing market, self-publishing — including distribution digitally or as print on demand — has become more and more popular, and more feasible, with an increasing array of options for anyone with an idea and a keyboard. Most of the attention so far has focused on unknown and unsigned authors who storm onto the best-seller lists through their own ingenuity.

The announcement by ICM and Mr. Mamet suggests that self-publishing will begin to widen its net and become attractive also to more established authors. For one thing, as traditional publishers have cut back on marketing, this route allows well-known figures like Mr. Mamet to look after their own publicity.

Then there is the money. While self-published authors get no advance, they typically receive 70 percent of sales. A standard contract with a traditional house gives an author an advance, and only pays royalties — the standard is 25 percent of digital sales and 7 to 12 percent of the list price for bound books — after the advance is earned back in sales.

ICM, which will announce its new self-publishing service on Wednesday, is one of the biggest and most powerful agencies to offer the option. But others are doing the same as they seek to provide additional value to their writers while also extending their reach in the industry.

Since last fall, Trident Media Group, which represents 800 authors, has been offering its clients self-publishing possibilities through deals negotiated though online publishers like Amazon and Barnes & Noble, in a system very similar to the one ICM is setting up. Robert Gottlieb, chairman of Trident, says that 200 authors have taken advantage of the service, though mostly for reissuing older titles, the backlist.