Stephen King has launched an all out attack on the traditional book publishing business model by selling the first instalment of his latest horror story "The Plant" via his own Web site, cutting out distributors and retailers altogether.

King is asking for readers to cough up one dollar a piece and is warning that he won’t complete the story unless at least three quarters pay the required sum.

"If you pay, the story rolls. If you don't, the story folds," says King on his site.

King, who has built his immense fame on the back of successes such as Carrie, The Shining, and Salem's Lot, has teamed up with, to provide the online payment system.

Check it out, if you dare, by visiting