Author and marketing guru Seth Godin is spurning traditionally published books. Mathew Ingram says it’s the options of self-published PDFs and e-books are increasingly attracting such authors. "Not every author or artist has that ability, and not every book is going to find an established audience that way...But for established authors and artists who specialize in a particular niche, connecting directly with readers or fans can be a far better approach than relying on the traditional infrastructure of the content-distribution industry. At the end of the day, that is a good thing for fans of both books and music."