How do you give an academic a heart attack? Tell them that the book that they are currently writing has already been advertised and can be pre-ordered on Amazon!
The modern academic publishing world is truly amazing. On the one hand, it can take extraordinary efforts to secure an academic publisher for a book that can take years to write; the book can be pre-ordered before it is even finished and may only be read by a small circle of classicists, scholars and other interested persons. On the other hand, a blog can be published on any topic at any time and within just seconds be disseminated to a global audience. Publishing, in the former sense, is long, difficult and hard work. Publishing, in the latter sense, is remarkably fast, simple and absolutely addictive. One wonders why more academics don’t do both?
By the way, here is a link to my forthcoming book on Amazon in case you want to pre-order it!