To make your own book, sign up on the site's book creator page.

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This page's creator is also an amateur horror film producer, and it shows in the site's layout, including clever artwork and mood music that automatically downloads and plays ad nauseum as long as you are on a page.

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More recently Larry Page has shifted his role from co-creator at Google to CEO displacing Eric Schmidt in day-to-day operations.

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"We have a real revenue model, a traditionally based one with real margins, not just page views, " says Clayton, who has recruited some big brains from Yahoo, including the creator of Yahoo IM, as well as engineering talent from Facebook and Skype.

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"I couldn't believe it when I first read the story, " said Brian Harvard, co-creator of the 25, 000-member-strong "Bring Back Firefly" Facebook page.

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"Mail you send late night on the weekends may be useful but you may regret it the next morning, " Mail Goggles creator Jon Perlow declared in a description he wrote of the service on the company's labs page.

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For our new model of individually branded journalism, the right way is for each content creator journalist, author, academic and topic expert to have their own home page that serves as a jumping off point to their posts, videos, photos, community and more.

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