Podcasting novelist, New York Times best-selling author and “failed pimp” Scott Sigler has announced the formation of Dark Overlord Media, a publishing house created to produce books and other properties for established online personalities.

“Entertainers are using the internet to establish their own audiences,” Sigler said. “You no longer need a big publisher or a network marketing machine to generate a fan base. Dark Overlord Media wants to help those entertainers and journalists create tangible products that will make their audiences happy, then facilitate selling directly to those audiences.”

Dark Overlord Media’s first publication is the hardcover release of The Rookie, a far-future football novel written by Sigler. He gave the story away as a free podcast in 2007, then sold a young adult version iPhone App in early 2009.

Sigler’s established online audience allowed him to put The Rookie up for pre-sale on April 24, 2009, and immediately sell 1,000 copies.

“Within three hours, we had capital for layout, design, printing and shipping,” Sigler said. “The pre-sale made the book instantly profitable. That’s turns the traditional publishing model on its head.”

Sigler plans a Rookie Tailgate Tour to support the book, visiting 20 cities in 24 days.