To the quickly expanding universe of book blogs, welcome sepulculture.blogspot.com, the blog of Vintage's "alternative" (read, online) market strategist & PR guy. This is the rare publishing guy who does the stuff we now expect writers to do for themselves; he gets books into doctors' waiting rooms, sends them to popular bloggers, and pimps them at new media congregations like SXSW.

In his first entry, Scott Diperna admits,

I'm not a very tech-savvy person (a point that was made painfully clear to me by speaking to people at SXSW), but I understood that if I didn't try to put myself and my company into the mix, we would either miss opportunities completely or have to spend a lot of money just to hang on in the periphery. The irony is that the people I work with think I'm very web-savvy. I'm only smart enough to know that I don't know very much, and that my company has a long way to go if it really wants to modernize itself.