Penguin revives the serial novel for online buzz

"Penguin is turning to publishing's past to help usher the industry into the modern era, releasing a novel in serial form to create a buzz online before the complete work is released next year. Gordon Dahlquist's fantastical gothic mystery Glass Books of the Dream Eaters will be sent to buyers in the mail in 10 weekly paperback instalments, each with a cliff-hanger ending, before publication of the full hardcover in January" - Reuters