The Daemon in the Machine

Wired Magazine's Josh McHugh details how Leinad Zeraus (Daniel Suarez) employed Google, blogs, and print-on-demand technology to generate demand for his self-published techno-thriller:

Suarez finished Daemon in late 2004, then submitted it to dozens of literary agents. "Three actually read it," he says. "One thought it was too long for the thriller genre, and the other two thought it was too complex."

Finally, he and his wife, Michelle Sites, also an IT consultant, decided to take a page from the Daemon playbook and infiltrate the Internet's power grid. In fall 2006, they approached bloggers whose writings on gaming, warfare, AI, and social media Suarez had mined for the book. The couple formed their own publishing firm, Verdugo Press, and began producing copies through the print-on-demand service Lightning Source.

A dozen or so bloggers wrote posts about the book, kindling sales of up to 50 copies a month. Then in April 2007, Rick Klau, head of publisher services at Feedburner, got a copy. Two things happened: Google acquired Feedburner, and Klau, electrified by Daemon's all-too-plausible IT scenario, began pushing the book on anyone who would listen.

"I just felt it would be a travesty if a lot of people didn't read it," Klau says. A new colleague at Google, algorithm wrangler Matt Cutts, gave Daemon a shout-out on his blog. Cyberwar pundit John Robb mentioned it on his site, and Ito wrote that it was "believable and realistic and still mind-blowing." Brand blurbed it on Amazon, saying Suarez was "better than early Tom Clancy." As of March, more than 1,200 copies had been shipped, and Zeraus nee Suarez is planning to release a sequel, Freedom™, later this year. "When I finished the book," Brand says, "my feeling was that the sequel is not only desirable, but necessary."