Creative chief lobs new book into the crowd

Steffan PostaerWho needs publishers when you have Twitter followers? Euro RSCG Chicago Chairman/Chief Creative Officer Steffan Postaer is putting a twist on the crowdsourcing craze by publishing his third novel, Sweet by Design, in an unusual fashion. First, he's releasing chapters online via a blog. He's also asking the crowd to submit entries for possible cover art. Sure, Bob Garfield did that a year ago with The Chaos Scenario, but this time, the winner gets an iPad. The crowd is also expected to take up the marketing cause via social networks. In case you're wondering, the novel is described by Postaer as a "romantic comedy" about an HIV-positive interior designer who sets out on an unlikely road trip. Postaer says his approach to promoting the book is an attempt to learn more about crowdsourcing while also doing an end-run around a publishing industry hardly clamoring to release quirky fiction from relatively unknown authors.

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