Website Tie-in
While Gaiman was writing American Gods, his publishers set up a promotional web site featuring a weblog in which Gaiman described the day-to-day process of writing, revising, publishing, and promoting the novel. After the novel was published, the web site evolved into a more general Official Neil Gaiman Web Site, and as of 2010 Gaiman still regularly adds to the weblog, describing the day-to-day process of being Neil Gaiman and writing, revising, publishing, or promoting his current project.
On February 28, 2008, Gaiman announced on his journal that for one month, the complete text of American Gods would be available to the public on his publisher's website.
Read more about this topic: American Gods