The precursor to web-(teaser)-publishing

It is quite common to find an author releasing an excerpt of his/her book on the web to create an initial buzz. Notable example include Purple Cow , Getting Real (released complete), and Chetan Bhagat's 3 Mistakes.

But the trend was started in the 19th century by French Novelist Honoré de Balzac with his novel La Peau de chagrin . 

Before the book was completed, Balzac created excitement about it by publishing a series of articles and story fragments in several Parisian journals. Although he was five months late in delivering the manuscript, he succeeded in generating sufficient interest that the novel sold out instantly upon its publication. 

Set in early 19th-century Paris, La Peau de chagrin tells the story of a young man who finds a magic piece of shagreen that fulfills his every desire. For each wish granted, however, the skin shrinks and consumes a portion of his physical energy.

Even I am thinking of releasing an e-Book, just gotta find some time off to compose it in full.