Before considering your options on releasing anything you should take a look at the effect you've developed and place it up there with all the stuff that is on the market currently, admittedly there is some pretty bad stuff out there, but you DEFINITELY don't want to release something mediocre that gets 1/10 in all the reviews.
I'm not saying your effect is of poor standard, I know nothing about it, but what I do know is that if you look at your trick and HONESTLY believe that people would pay to learn the techniques and ideas you have to sell then go for it.
However, I note that you say you've been working on the effect for 3 months, it's a very short period of time from initial concept to release ready...You want to go out and keep performing and improving the handling. Also through extensive testing you'll begin to build some emphasis points, some rhythm and will begin to polish the trick to the best it can possibly be.
Another option to look at is to compile a collection of effects, like a book or something - the majority of the material you or anyone else will create will not stand as a single effect release.
My first major release was the book proximity effects, I've only got that and 3 ebook's available currently and only have 2 releases planned for this year. I create TONS of stuff, however there's a big difference between stuff that works well for you and stuff that people will pay money to learn.
If you still believe that the effect will hold on the market, go put your foot in the door of EVERY magic producer you can find.
If you don't have an inbox flooded with offers, you need to re-think the way you're talking to the companies, these guys are in magic to release the best, and make cash doing it. Look at the selling points of your effect and stress them. Be confident and if the effect is REALLY good enough, it should be you deciding who to release through, not them deciding if it's worthy.
Hope that gave you a couple of points to consider, you really don't want to just release something for the sake of releasing something. You have to be sure that your approach is correct and that you're onto a winner.
Just trying to add a bit of realism on the subject, I hope everything goes well for you and be sure to keep us all here updated on progress!
D.