Best known for its "enthusiast" wikis, Wikia hosts more than 50,000 fan sites including the Star Wars Wookieepedia, Harry Potter Wiki, Twilight Saga Wiki and World of Warcraft WoWWiki. In addition to some of the larger fan sites, Penchina also points to the Cannon Hacker Development Wiki, Recipes Wiki and Pet Diabetes Wiki as great examples of Wikia contributors.

While Wikia hosts nearly 3 million pages of content with a number of niche community sites, it's the fan pages that drive the majority of advertising and marketing revenue. Wikia's small team of less than 10 sales staff create packages that consist of everything from branded banner ads to embedded shows and contests. In addition to sponsors like World of Warcraft, a number of television studios are also in partnership talks.

Says Penchina, "In many cases, these sites are like small franchises and the editors are really dedicated. The input we've had from editors regarding advertising are suggestions I generally agree with." In the World of Warcraft Wiki the community has asked that no advertisements be permitted that might negatively affect game play. For this reason, Penchina's team does not allow advertisements for WoW gold.

By providing an environment where die hard fans and premium brands can coexist, Wikia is doing a great job maintaining its authenticity while also turning a profit. While the service has struggled to establish itself as a separate brand from its Wikipedia origins, it appears that the fan communities have done everything they can to make it a success from the ground up.

It is no surprise that book publishers are trying to find new ways to appeal to readers. We noted in March that offline reading of books is on the decline. Though new forms of book consumption have begun to appear -- such as Amazon's wildly popular Kindle eBook reader -- "free" is an enticing way to get people acclimated to them and a way for publishers to make readers aware of a specific author, title, series, or genre.

Del Ray is taking a page from the music industry by promoting its new Star Wars book via an online giveaway. We wrote a couple of months ago that here is a huge value in awareness for artists and publishers, which is what Del Ray is attempting to build in the Star Wars book brand. The music doppelganger to this marketing ploy is R.E.M. and Pennywise -- both of whom made their new albums available to fans for free a couple of weeks prior to launch, and both of whom saw those albums crack the top 15 on the sales charts. However, like those bands, Star Wars also already has brand recognition, so it will be tough to gauge how many sales actually translate from the online promotion.

"This giveaway is a great way to introduce the legions of Star Wars fans to our books," said Deputy Director of Marketing at the Random House Publishing Group, Christine Cabello in a press release. "We also expect that it will build awareness and excitement for the on-sale date of the final book in the series, Invincible."

Will other book publishers follow suit? Will we ever see a "pay-what-you-want" distribution scheme for books?