I think there’s a difference between having a bestselling book–meaning through marketing, PR and buying that first wave of customers–and writing a bestselling book. The second implies that the product propels itself to the best seller list. That’s not to say that I’m Tolstoy or the best writer, but I used Facebook and Twitter more for feed back as I was creating and refining the book than for the actual marketing itself. My main online tool for priming the pump for the launch of the book was the blog. That was the heartbeat and the nexus for all the different tools that I use.

SB: How can a magazine catch up to the Web?

TF: If I worked for a magazine that’s very behind the times, I wouldn’t reinvent the wheel. I’d use WordPress as a content management system which has very good SEO out of the box. Companies spend so much time trying to develop something proprietary it’s ridiculous–you have thousands of people already working on WordPress.