Two recent examples of this, and I'm sure it will become an even bigger trend in the future.
First, in music, with Radiohead's excellent In Rainbows album being given away for free (or more depending on the buyers conscience), but also selling physical 'disc boxes' (the music on vinyl in nice packaging) for £40. Plus it creates a lot of marketing to help Radiohead do an advantageous distribution deal for CDs in shops before Christmas.
Second, in publishing, for the book Cooking With Booze, where you can actually read and print all the recipes (or rezzipees, as my friend Simon calls them) online, while promoting a wonderful looking book of them which I'm sure will find its way under many Christmas trees this year.
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