The Author as Entrepreneur

In promoting his new book, Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves, Adam Penenberg has tried some unorthodox methods. In addition to guest-editing Publishers Weekly and commissioning a Facebook app, he's even chronicling the experience of pushing the book for Fast Company, in one of the most meta-marketing strategies we've come across.

An old friend of Gelf's, Penenberg has been on both sides of the Q&A many times, as a journalist and an author. So in advance of his appearance at Thursday night's Media Circus, we let the Viral Loop author and NYU journalism professor interview himself. (Though we did edit the interview slightly for clarity.)