The result has been an outpouring of mass-market fiction, written (and read) on websites, not in print. Five years ago internet publishers were typically informal, back-room outfits, but Shanda, an online gaming company, seized the commercial opportunity and now owns most of the literary sites. It sells subscriptions by the chapter or book, by the week or month. Online novels start at around five yuan ($0.80) compared with 30 yuan for an average printed volume.