Neil Gaiman discusses promoting and writing The Graveyard Book. He carried out readings and Questions & Answers for each chapter, and afterward posted videos of them on the web, free of charge, while selling the book. It is a testament both to Mr. Gaiman’s popularity and the effectiveness of this somewhat frowned upon way of promoting (giving parts of it, or in this case pretty much all of it, away for free to spark people’s interest in it) that the book still sold very well, staying on the New York Times bestseller list for months. And with good reason, in my opinion. You can read the review I posted a while ago on Goodreads here.
It’s also fascinating to hear the author talk about the book, what made him want to write it, where his ideas came from, and inspirations.