Many writers turn to independent self-publishing or "self-publishing companies" after being rejected by agents or traditional publishers. (Of course, many writers -- like me -- prefer the control, speed and income of independent publishing.)
While rejection can be depressing and discouraging, the failure to be approved by the media gatekeepers is not necessarily an indication of bad writing or an uninteresting idea.
- Books are rejected for many reasons (not only bad quality), but they usually are accepted for one reason: because someone thinks they will make money.
Professional judgment is imperfect. Many books that are rejected by one publisher -- or by many publishers -- are later accepted by another publisher.
Most books published by traditional publishing companies with highly paid experts having years of experience, do not sell well. After a few months they are doomed to be sold on the buck-a-book tables or recycled into the raw materials for more books.
My taste in books apparently puts me in the minority of book buyers. Often I eagerly buy a new book as soon as it is released. As expected, I love the book. Alas, few others care about the subject, and the book is soon available for almost nothing at Barnes & Noble or Dollar Tree. This has become a running joke in my family, and my wife would strongly prefer that I wait a while and pay just one dollar instead of $25.
But I won't wait.
There may be many people like me who are waiting for what you are writing. Find a way to reach us.
If you can't get a contract from a publisher, self-publish... on paper, online, or in e-books. Don't be stopped. Don't be silenced. Don't skip professional editing and design. Don't publish crap. Readers are ready. Get to work.
(Grinch pic from Universal Pictures. I thank them.)