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There are many great writers, says founder Jeff Schwaner, and what they need is a way to reach readers directly. At GU we are delivering books printed on demand and electronically right now. Writers receive a free copy of their own book when they sign up as a GU author. Visitors to the GU Bookstore can choose from an immediate download in secure electronic format or an on-demand book that is printed and shipped in 48 hours. To achieve this, Schwaner says, the site utilizes one of the most radical back end fulfillment systems in the history of book printing.