On his blog, Robin Sloan describes himself as a "writer and media inventor." I'm not entirely sure what a "media inventor" is, but I assume it has something to do with how he manages to break just about every rule of publishing I can think of and make it work.
Take his novella "Annabel Scheme". It's just under 28,000 words long or a hundred pages or so (depending on the font). Conventionally, there's just no market for a work of that length. Sure there are exceptions, like the special edition that independent press Tachyon brought out of James Marrow's Slouching Towards Hiroshima, but that was a rare event. Generally, it's too long for magazines and fiction websites (which usually top out at 10,000-15,000 words) and too short for books (which start at 50,000 words). It's not that someone might not want to read a 100-page work of fiction—why not?—but the infrastructure just doesn't exist to get it into people's hands. So Robin turned to the Internet, specifically Kickstarter, a website full of people trying to raise money for art projects, independent film, theatre, magazines and so on. He created PBS-style pledge levels, offering, for different levels of "membership", PDF copies, print copies, surprise gifts, your name in the acknowledgements even behind-the-scenes peaks at his work on the novella (as he wrote it!). He said if he raised his goal of $3,500 for the work, he would release a PDF of the book free for everyone. Shockingly, he raised $13,942 dollars by almost 600 donors, more than most novelists get as an advance on a first novel. Not bad for a self-published, unpublishable novella.
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